Heineken Brings Style to Beer Drinking with 'The Sub' Home Draft System

Brew Brand Teamed With Designer Marc Newson and Krups on Slick Appliance

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Drinking beer at home can now be a more-sophisticated designer experience. Heineken has released "The Sub," a sleek, futuristic-looking draft dispenser conceived in collaboration with Krups and industrial designer Marc Newson, the man behind notable works like the 1988 Embryo Chair, the Lockheed Lounge Chair and other designs for brands such as Qantas and Ford.

Made from an anodized aluminum body, the dispenser lives up to its namesake and resembles a deep-sea diving machine. It chills its contents to 2 degrees (Celsius) and promises 15 days of freshness.

The cylinder works with equally slick Torps kegs that hold two liters of various brews, including Heineken, Affligem blonde brew, the tequila-flavored Desperados or the native Italian Birra Moretti Baffo D'Oro (see more images below).

François-Xavier Mahot, senior director global Innovation at Heineken, said in a statement that the initiative addresses one of the fastest growing beer segments, the urban, at-home market.

The Sub will be available in 2014, rolling out initially in France and Italy and then to other markets. Outside of the dispenser and kegs, Heineken will also be selling other Sub-branded accessories including glassware, mats, a skimmer and serving case.

The product also has its own website at www.THE-SUB.com, where consumers can learn more about the experience and where to obtain the goods.

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