SOURCE: Heineken USA

March 05, 2008 19:39 ET

Heineken USA and Krups Unveil Innovative BeerTender Offering the Ultimate At Home Draught Beer Experience

WHITE PLAINS, NY and MEDFORD, MA--(Marketwire - March 5, 2008) - Heineken USA and Krups® announced the U.S. launch of BeerTender®, an innovative appliance designed exclusively for the Heineken® DraughtKeg™ and Heineken Premium Light® DraughtKeg™ to provide an authentic draught beer experience at home. The elegant, countertop chilling system utilizes the DraughtKeg system's patented carbonator pressure technology to deliver a perfect pour every time.

Engineered by Krups, BeerTender is designed to chill and maintain the ideal temperature of the DraughtKeg to provide the consumer with an authentic draught beer experience. The technology works in four easy steps -- insert a Heineken or Heineken Premium Light DraughtKeg into BeerTender, connect the included disposable draught tube, close the lid, and serve.

"BeerTender is an innovation in draught technology and a must-have for any beer aficionado who values a premium-quality draught beer experience and stylish product design," said Ken Kunze, senior vice president, chief marketing officer Heineken USA. "BeerTender combines Heineken DraughtKeg technology with Krups' excellence in product design and quality construction."

Breakthrough Technology

Krups engineering provides BeerTender with a quiet and efficient electronic cooling system that chills and holds an ideal serving temperature of 38°F. Selected models allow the consumer to adjust temperatures to 36°F, 39°F or 42°F to accommodate a user's drinking preference. All models feature a temperature indicator that lets the consumer know when the beer is at optimum serving temperature as well as a unique volume indicator that displays the amount of beer left in the DraughtKeg.

A 30-day freshness count-down indicator is also available on some models. All of this information is displayed on a clear LCD screen or by bright LED indicators depending on the model.

"BeerTender's sophisticated design executed in classic black satin and chrome reflects and confirms the traditions of draughting beer and enhances the authentic experience of pouring a true draught beer at home," said Steve Jones, Krups Director of Marketing and Communications.

Integrated Marketing

Heineken and Krups have developed an integrated marketing approach to create maximum launch impact for BeerTender, which includes full-scale public relations, advertising, viral, trade and promotional campaigns.

Television and print advertising for BeerTender will break around Father's Day in June, and will showcase the unique design and visual appeal. The launch will include a significant digital presence with Web-specific advertising appearing on Yahoo! and other leading sites. Heineken and Krups are also partnering on a distinctive website,, which will offer beer aficionados the opportunity to join Club BeerTender where consumers can find the latest news, rewards programs (where legal) and ways to continuously enhance their at home beer experience.

Availability and Price

The U.S. launch of BeerTender follows successful introductions in numerous countries including the Netherlands, France, Austria and Switzerland. BeerTender will launch on March 1 and will be available in both models nationwide by early April through high-end retailers and online stores.

Visit for a complete list of where to purchase BeerTender. BeerTender can be found for around $279 (B90) and $299 (B95) depending on the model. Designed exclusively for the Heineken or Heineken Premium Light DraughtKeg, Heineken USA plans to introduce more choices to the compatible product range of BeerTender in the future.

About Heineken USA

Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit

About Krups

Krups engineers coffee machines and food preparation appliances that provide clear functional, rigorous European design at the highest level of technical perfection, performance and quality. Designed and built for those who continuously seek out authentic gourmet experiences and take pleasure in discovering how things are done well. Krups is a subsidiary of Groupe SEB the world leader in small appliances.

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