Heineken’s roll out of beer cooler SUB begins
Who buys these kitchen appliances? Popcorn makers, ice cream makers, waffle makers, pasta makers – don’t they all get used once and end up cluttering your kitchen counters? Never mind the wife’s complaints, Heineken is to launch their latest must-have kitchen appliance, branded the SUB, which is a draught beer lifestyle appliance. It has been created in collaboration with Heineken, the designer Marc Newson and consumer technology experts Krups.
With the SUB comes the TORP, a two-litre keg, which uncannily resembles a bomb. Though only a two-litre keg, the beer is allegedly pasteurised so that it keeps fresh for two weeks.
The SUB will be rolled out across a number of markets in 2014, starting with France and Italy. Already, the gadget is being advertised in French interior design magazines, probably in an effort to tell their predominately female readers what to give their husbands and boyfriends for a present.
The first brands to be available will include Heineken beer, Affligem, Desperados, Birra Moretti Baffo d’Oro, with more to come. In addition the SUB will also offer seasonal beers.
When I checked the SUB site on the web at the end of March 2014, I discovered that there is no mention of the gadget’s price yet. Some geeks on the internet allege it will cost USD 340 for the chiller plus USD 10 for the torp. That’s USD 5 for a litre of beer.
That’s certainly less than what you will pay for the same amount of beer in a bar. But wouldn’t you rather enjoy these beers in a bar where you might get them on tap – and unpasteurised at that?
