Following the success of its initial launch, Heineken has opted to increase the online presence of its countertop draught system, 'The Blade,' by partnering with e-commerce platform Beerwulf.com.
The innovative system allows customers to serve fresh pints of beer on tap without the need for a cellar or expensive equipment. Compatible with any 8-liter keg and measuring in at just 30 by 30cm in size, the Blade is the perfect countertop unit for beer enthusiasts. Users can expect the machine to produce 14 crisp pints from one keg, making it ideal for those hosting at-home events and parties.
Undoubtedly, the COVID-19 pandemic and corresponding global lockdowns had a significant impact on pubs and bars across the world. While these businesses faced on-and-off closures, consumers began turning to at-home alternatives in an effort to recreate the beloved pub experience. Indeed, the success of the Blade in the UK is directly tied to this pattern, paving the way for new countertop beer innovations.
Countertop Keg Systems
Heineken's 'The Blade' Lets You Recreate the Pub Experience from Home
Trend Themes
1. At-home Draught System - Opportunity for companies to develop more compact and accessible ways for consumers to serve fresh, pub-style beer from the comfort of their homes.
2. Party Countertop Units - Potential for the creation of more compact, countertop units that can serve large quantities of beer for partygoers and event hosts alike.
3. Online Presence and Partnership - Opportunity for companies to increase their online presence and partner with e-commerce platforms to expand the accessibility of their countertop beer systems.
Industry Implications
1. Alcohol and Beverage - Companies in the alcohol and beverage industry can create new countertop draught systems for consumers looking to recreate the pub experience at home.
2. Home Appliance - Companies in the home appliance industry can create smaller models of the countertop draught system that are easy to use and have a smaller footprint, making them ideal for smaller apartments or homes.
3. E-commerce and Retail - Opportunity for e-commerce and retail platforms to partner with beverage companies and offer more countertop draught system options for consumers to purchase online.