Heineken launches its ‘Fresh Draught To-Go’ smart dispenser in 4 markets

FRANCE – Heineken has partnered with local brewery Gallia Paris to pilot its smart ‘Fresh Draught To-Go’ dispenser technology at the newly opened Monoprix Montparnasse in Paris and across 4 markets.

Heineken has been building the quality & image of draught beers for decades, while simultaneously ensuring they become greener and rethinking how they can innovate to make a positive step towards waste reduction.

By developing this innovation, they aim to offer their customers a new way to enjoy a perfectly fresh draught beer, at home, delivered in a sustainable way in-store.

During the trial, the draught beer system will dispense three local craft beers and as a result they will be able to gather valuable insights around the user-friendliness and further assess how best to deliver the innovation at-scale across markets.

“Fresh Draught dispensers give customers a ready to drink chilled beer that is produced locally, using an innovative technology to dispense cold beer into reusable glass bottles,”

Edwin Griffioen – global innovation manager, draught systems & packaging

“We are piloting fully automated dispensers in major retail outlets for customers to purchase high quality & fresh draught beers to enjoy at-home, using 100% reusable bottles,” Edwin Griffioen, global innovation manager for draught systems & packaging.

“Fresh Draught dispensers give customers a ready to drink chilled beer that is produced locally, using an innovative technology to dispense cold beer into reusable glass bottles (950ml). The fresh beer offering will include a wide range of local beers and will be piloted in four countries.”

The easy-to-use system also boasts green credentials, delivering a reduction in single-use packaging, by offering consumers incentives for return or reusing the glass bottles. In addition, all the beer is produced locally to support neighbouring businesses and as a result reduces the product carbon footprint.

“At Heineken, we always put primary focus on the filling process & packaging to offer our consumers best quality beers in the safest and highest standards of hygiene. These stations use our unique technologies to guarantee that the beer inside is well protected, remains fresh, & ensures that the beer maintains great taste,” he added.

Heineken is also exploring the Hard Seltzer category with the launch of Pure Piraña in Mexico and New Zealand.

It will be available in a choice of up to nine different flavours, enabling Heineken to test local preferences and investigate the potential of a rapidly growing category, whilst also exploring additional market introductions into this category.

Pure Piraña demonstrates Heineken’s commitment to crafting new taste profiles in line with consumers’ ever-changing demands. Containing fewer than 100 calories per 330ml can and made with all-natural flavours, the new beverage is aimed at a modern generation of consumers who are increasingly conscious of their consumption habits and lifestyle choices.

Pure Piraña is a refreshing mix of carbonated pure mineral water, a dash of natural fruit flavours and contains 5% alcohol. The result is a Hard Seltzer that is low in carbs, low in sugar, low in calories and is also vegan-friendly.

Pure Piraña will initially launch in Mexico, one of Heineken’s largest markets, in Grapefruit, Peach and Red Fruit flavours, and in Raspberry and Lime in New Zealand.

Pure Piraña joins Heineken’s portfolio of more than 300 global and local brands.

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