Creativity

Heineken Says Its 'Plug and Pour' Blade System is 'Nespresso for Beer'

Brand Has Developed Machines With Eight Liter Kegs

By Alexandra Jardine. Published on Oct 12, 2017

Editor's Pick

As big beer brands struggle against the rise of craft beer, Heineken is finding a new way to get people drinking its beer on tap.

It's targeting small retailers and spaces with "Blade," a machine that dispenses draught beer from countertops. The brand is comparing the system to "Nespresso for beer," as it features "plug-and-pour" eight-liter kegs that are can be ordered when needed, like Nespresso's coffee pods.

Blade will be initially available in the U.K., France, Germany, Italy, Romania and Austria for a price of 499.99 pounds ($657) and is aimed at retailers who want to sell beer, but find regular kegs and compression too expensive. It will serve both Heineken and its Birra Moretti brands.

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About

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Date
Oct 12, 2017
Client:
Heineken

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