A very warm welcome to the UK’s leading pub, cider and beer business.

Want to know more about us? We’d love to share more about what we do, so all we need is your year of birth to make sure we’re communicating responsibly!


Please enter your year of birth

By entering this site, you agree to our Terms of Use and acknowledge that you have read and understood our Cookie Policy and Privacy Policy.


8 March 2018

  • HEINEKEN’S revolutionary countertop dispense system, BLADE, wins gold in the prestigious Innovation Challenge at the Casual Dining Awards 2018
  • The revolutionary beer dispense system is predicted to add up to £123m[1] to the UK casual dining sector
  • BLADE is a cutting-edge beer system that brings draught beer to the masses allowing outlets to serve a freshly poured pint of beer on any surface

BLADE has been awarded Gold in the Casual Dining Innovation Challenge Awards. The awards recognise the best casual dining products and solutions of the year and act as a celebration of the growing multi-million-pound casual dining sector in the UK, highlighting the achievements made by the most innovative and successful operators in the industry.

Thirteen finalists pitched their innovations to an expert panel of restaurant and pub buyers, including Alice Elwes (Côte Brasserie), Megan Lewis-Thomas (Casual Dining Group), Chris Knight (Young’s & Geronimo Inns), Simon Xavier (The Restaurant Group) and Keith Bird (former chief operating officer at GBK).

BLADE is a cutting-edge beer system that brings draught beer to the masses and lets outlets serve a freshly poured pint of beer on any surface, or counter. This means draught is no longer limited to outlets that have space for a cellar – refreshing news for both licensees and their customers. What’s more, with a footprint the size of an A4 piece of paper, the possibilities of providing consumers with top quality, freshly poured beer, are endless.

Currently, there are 20,000 licensed food outlets in the UK which can only offer bottled beer and cider.  With a higher rate of sale and with consumers willing to pay more draught beer, HEINEKEN predicts a huge boost to the sector. 92% of all beer volume in the UK is draught[1], therefore there is a tremendous opportunity for BLADE to have a huge impact in the On-trade.

The Judges at The Casual Dining Awards said: “This is a great, innovative product, opening up opportunities to multiple channels because of its efficient footprint…we loved it”.

The compact and lightweight machines can be easily set up on a counter top near a power source. BLADE just needs be fitted with a pre-chilled keg, plugged in, switched on and pressurised before pouring the perfect pint served at 2°C – it’s that simple. Not only that, there are no maintenance or installation costs.

Currently, Heineken® and Birra Moretti are available in 8L kegs and HEINEKEN has plans to extend the portfolio in 2018.