Heineken launches “plug and pour” dispenser for casual diners

By Jo Gilbert

Published: 11 October, 2017

Heineken is releasing a new countertop draught beer dispenser, which it says could help to capture growth of on-tap in the unrepresented casual dining sector.

Draught beer dominates the on-trade compared to bottled in the UK, and represents 92% of all volume beer sold in bars and pubs.

But according to recent data, this penetration falls to only 56% among casual dining outlets (CGA to 15/07/17).

The mega brewer is now aiming to plug this gap with its own “plug and pour” Blade machine, which is being positioned as a lightweight option for those not set up for full draught dispensing.

“In the on-trade, the rate of sale for draught beer is three times higher than for bottled beer, yet penetration of draught in the casual dining sector is currently only 56% (CGA), as many outlets are currently unable to install a draught system due to lack of space or resource,” said Ross Mair, Heineken’s commercial director for Blade UK.

“Blade is set to change all that and enable a whole range of businesses that weren’t previously able to offer draught beer to sell it to customers.”

According to Heineken, there are currently 20,000 licensed food outlets in the UK which offer only bottled beer and cider.

Casual dining outlets are especially restricted in terms of cellar space, including mobile providers at street dining venues and festivals.

Size is the Blade systems’ main USP says Heineken, which roughly equates to an A4 piece of paper.

Once plugged in, the systems need to “fitted with a pre-chilled keg, switched on and pressurised before pouring the perfect pint served at 2°C”, the brewer said.

The Blade machines retail for £499 + VAT.

Kegs start from £23.33 + VAT.

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