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Beer innovation

January 9, 2008

Most brewers focus their innovation around new taste, flavor and lightness profiles.

They focus on the beer itself, Heineken has done the same, but it’s also created some interesting innovation in packaging and product delivery; the keg can and the draught keg are two breakthrough ideas.

In March of this year, the will launch take the delivery innovation a step further with the Beer Tender.
Beertender from Heineken

It’s a home draught beer system developed in conjinction with Krups and others.

It’s a great move on so many levels; it elevates the brand, it provides interesting interaction and engagement for the consumer, it has talk value and provides an entry point for dialog with the older segment of beer drinkers, who mainly drink beer at home.

It will be interesting to see how other brewers respond to this.

Posted by Ed Cotton

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