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

Designer Marc Newson and Krups Collaborated on Slick New Appliance

Published On
Oct 18, 2013

Editor's Pick

Drinking beer at home can be now a more sophisticated, designer experience, now that the Heieneken has released "The Sub," a sleek, futuristic-looking draught 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, lookswise, the dispenser lives up to its namesake and resembles a deep-sea diving machine. It chills its contents to 2 degrees and promises 15 days of freshness.

The cylinder works alongside equally slick "Torps," kegs that hold two liters of various Heineken brews, containing 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 segements, 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.

See the related images here.