Molson Canada

Molson Canada
Heineken

Heineken

August 27, 2007 08:00 ET

Experience Heineken on Tap... in the Comfort of your Own Home!

Draught Keg for home consumption available in British Columbia

TORONTO, ONTARIO--(Marketwire - Aug. 27, 2007) - The state-of-the-art Draught Keg is the latest innovation from Heineken, and it's making its way across British Columbia. Designed for easy use, the secret to its success is the patented internal CO2 system, utilizing an internal carbonator that releases carbon dioxide to ensure freshness and the proper level of carbonation in each pour. With the launch of the 5-litre Heineken Draught Keg, the nation's most popular brand of European beer, now offers its beer drinkers an authentic draught experience in the comfort of their own home.

"The Heineken Draught Keg provides an overall better beer experience. Unlike the gravity-fed system, it is the first design to offer consumers true portability with unique tap technology that dispenses beer from the top of the keg." stated Justine Rae, Heineken Brand Manager, Molson. "To be able to replicate the ritual of pouring a draught beer in the home is especially appealing to consumers, particularly for social get-togethers ."

Easy to use, one simply pulls on the handle of the Draught Keg to initiate the flow of genuine draught beer. With a cylinder of CO2 incorporated into keg design, the 5-litre keg guarantees constant pressure and genuine Heineken draught beer glass after glass, right down to the last drop. The keg's patented technology ensures that the full 5 litres of Heineken draught beer remain fresh for up to 30 days after opening, even though they are likely to be consumed long before that!

"With the launch of Draught Keg, Heineken is not only innovating but also underscoring the brand's world class status. Given that nearly 50% of all beer in the world is consumed during shared occasions, Heineken is proud to offer our beer drinkers a new, multipurpose format ideal for informal gatherings with friends," pointed out Bruce Brill, Director, Business Development, B.C., Heineken Canada.

Already present in over 30 countries, the 5-litre Heineken Draught Keg will be available across British Columbia starting this week at the suggested price of $32.95 without deposit. The single-use steel keg is fully recyclable and must be chilled for 10 hours prior to first use.

Heineken. Passion for quality.

Imported from Amsterdam and recognized around the world for its distinctive fresh taste and fruity flavor, Heineken is brewed according to an unrivalled family recipe since 1886. During his quest for the perfect beer, Doctor Elion, a pupil of Louis Pasteur, developed the "Heineken A-Yeast" for Gerard Heineken - the secret that would guarantee the lager's quality and ensure a clean, crisp taste. The A-Yeast is carefully kept at the brewery in Holland and remains the single source of yeast for brewing Heineken today.

About Molson

With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson is proud to be the nation's preferred brewer. The Company proudly offers the most popular brands in Western Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Rickard's and Pilsner. Molson also partners with other leading brewers to offer such global brands as Heineken and Miller Genuine Draft. Molson employs 3,000 Canadians, operates six breweries, including the boutique brewery Creemore, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Canada is part of the Molson Coors Brewing Company.

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