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7 October 2019

  • HEINEKEN has expanded its range of premium beers on Blade® – its innovative countertop 8L draught dispense system – with the launch of Tiger beer
  • In the UK, 93% of all beer consumed is in draught format[1] and, thanks to Blade®, which has a footprint only slightly larger than an A4 sheet of paper, even outlets with no cellar or too little space for large draught systems can now offer draught beer
  • Operators who installed the Blade® draught system saw their beer sales grow by 20%[2]
  • Tiger beer is the number one beer in Asia[3] and winner of 40 international awards for quality

HEINEKEN has launched Tiger beer on Blade®– its innovative 8L draught dispense system – giving operators the opportunity to tap into the growing premium beer category without the need for a cellar or large draught system.

In the UK, 93% of all beer serves are on draught and, with the average price of a pint of beer having risen by 42p over the last four years[1], Blade represents an important opportunity for all outlets currently restricted to offering only packaged beer, or experiencing draught quality issues, to increase sales. Operators who have previously installed Blade, have seen beer sales increase by more than 20%[2].

As part of HEINEKEN UK’s Greenpaper strategy, the ‘Great with Food’ driver identified that pairing beer and cider with food can deliver £189m incremental value to the UK on trade, over a three-year period. Alcohol consumption alongside food has grown by 5% in the last four years1, therefore promoting a combined offering of draught beer and food can help operators deliver greater value to the consumer, while encouraging additional footfall and increased spend[3].

Tiger beer is the number one beer in Asia[4] and winner of 40 international awards for quality. The beer is full bodied and renowned for its fruity aromatic notes that mellow into a clean and refreshing taste, making it the perfect match for all foods, in particular exciting Asian flavours such as satay or stir-fried chilli beef.

Blade has a footprint of an A4 piece of paper, and all that’s required to pour the perfect pint from Blade is a plug. It’s quick and easy to set up with no maintenance costs incurred and also does not require any line cleaning or CO2. It is the perfect draught dispense solution for outlets who are tight on space.

Head of Blade at HEINEKEN UK, Otto Esser, comments; “Blade is ideal for outlets who want to serve draught beer, but do not have the space. With the addition of Tiger to our existing range of popular beers, we hope to offer our customers more choice and an alternative beer for all kinds of outlet. Tiger’s popularity in both Asian countries and Asian inspired restaurants here in the UK, means we hope to see strong demand from operators looking to bolster their current beer offering.”

Operators can boost their businesses with Tiger on Blade today. Contact your beer supplier to obtain some fantastic deals on Blade. Existing customers can visit https://uk.blade.shop to place orders and manage their account.

[1] CGA Strategy 52 w/e 15th June 2019

[2] CGA OPM MAT to 15/07/17

[3] Kantar Alcovision December 2017

[4] CGA Data MAT vs LY. Data to 29/12/2018

[1] CGA Strategy 52 w/e 15th June 2019

[2] CGA OPM MAT to 15/07/17

[3] CGA Data MAT vs LY. Data to 29/12/2018