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Regional review continued

Western Europe: Case study

DraughtKeg: extraordinary success

Someone carrying a Draught keg on the beach

DraughtKeg was introduced in France in April 2005 and the one-way BeerTender version in October 2006.

The DraughtKeg is a 5 litre CO2 pressurized keg with a tap. The consumer chills the keg and then simply clicks on the easy-to-install tap tube to draw a fresh draught beer. Our unique and patented carbonator pressure unit inside the keg releases CO2 to keep the pressure at 1 bar. This allows for a crisp quality beer with the right head of foam and the right ‘bite’. The DraughtKeg stays fresh for 21 days after first tapping, right down to the last glass. On average, 20 glasses can be dispensed.

The DraughtKeg is now available in 54 countries around the globe, proving an extraordinary success. It is exclusively used for the Heineken brand.

With the new one-way BeerTender technology, the DraughtKeg can now be used as a keg for our BeerTender appliance as well. The new system was introduced in the French market for the first time.

We are more than tripling our manufacturing capacity in order to meet the high consumer demand. The new filling line will be up and running in the first half of 2007.

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