More toys for boys
What does a man need? If the ‘must-have’ columns in men’s magazines are to be believed, a digital camera, an MP3 music player and a mobile phone are cool gadgets for grown-up boys. However, what do you do if you already possess all of the above? You buy yourself a boys’ toy by Heineken … says Heineken! Not that there is a real need for men to have their own draught beer appliance cluttering up their kitchen top. But Heineken’s R&D department must have thought that they were on to a good idea. And male consumers have been buying these kits in droves according to Heineken’s recent corporate statement. Heineken reported that in the first half of 2006, beer volume generated by recent innovative beer systems such as DraughtKeg, BeerTender and the David draught system grew more than 30 percent, albeit from a low volume base.
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6 print issues