Heineken Says Its 'Plug and Pour' Blade System is 'Nespresso for Beer'

Brand Has Developed Machines With Eight Liter Kegs

Published On
Oct 12, 2017

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As big beer brands struggle against the rise of craft beer, Heineken is finding a new way to get people drinking its beer on tap.

It's targeting small retailers and spaces with "Blade," a machine that dispenses draught beer from countertops. The brand is comparing the system to "Nespresso for beer," as it features "plug-and-pour" eight-liter kegs that are can be ordered when needed, like Nespresso's coffee pods.

Blade will be initially available in the U.K., France, Germany, Italy, Romania and Austria for a price of 499.99 pounds ($657) and is aimed at retailers who want to sell beer, but find regular kegs and compression too expensive. It will serve both Heineken and its Birra Moretti brands.