Heineken claims beer innovation could boost casual dining sector by £123 million

12/10/2017 - 09:34
Heineken has created a new ‘plug and pour’ beer system that it predicts could be worth up to £123 million to the casual dining sector.

The Dutch beer brand says its lightweight ‘Blade’ machine can be used on any counter if plugged into a power source and fitted with a pre-chilled keg, meaning fresh beer is no longer limited to places with space for a cellar.

After being switched on, the beer is then pressurised and served at 2°C with the beer staying fresh for 30 days, according to Heineken commercial director for Blade UK, Ross Mair.

“This is really premium,” he said. “Think about what baristas do for coffee, or what mixologists to for cocktails. BLADE means that the ritual of pouring and presenting a consumer with a great tasting, freshly poured draught beer, is now possible everywhere.

“From street food vendors at a busy food festival adding value to their food proposition, to cosy, stylish cafes which are limited on space, our invention will add value to their business by delivering a brand new and exciting premium experience.”

Currently, Heineken and Birra Moretti are available in eight-litre kegs, and Heineken has plans to extend the portfolio in 2018.

Mair added: “In the on-trade, the rate of sale for draught beer is three times higher than for bottled beer, yet penetration of draught in the casual dining sector is currently only 56%, as many outlets are currently unable to install a draught system due to lack of space or resource.

“BLADE is set to change all that and enable a whole range of businesses that weren’t previously able to offer draught beer to sell it to customers.”

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