First time
Are you a beer drinker?
It is unbelievable how many people drink beer; I just started drinking it this early year. It was on a hot sunny day on the beach in Bali. Laying down on a dream bed on a white sand beach in the private beach of a resort, I needed some refreshment. I needed something different, not soda or the ‘cliche’ fresh coconut water which can be sipped directly from the real coconut. I refused, so I grabbed the beverage menu and saw the familiar brand from the country I live in now. Bali is a holiday instead of home for now.
“HEINEKEN bottled beer – extremely cold” was on the menu, so I ordered one bottle. Surprisingly, I love it, and since then, I have ordered a glass of draft beer or bottled one instead of wine when I am going out or enjoying the afternoon with friends. Some said it isn’t chic but wine in a wine glass show class. But hey who need to be chic, we only want to enjoy. Warm weather means couple bottles of cold beer, friends means some glasses of draught beer. Drinking alcohol at a young age (less than 18 years old) isn’t my recommendation. I was 21 years old when I had my first cocktail.
Experience
Drinking draught beer has become easier and closer to your own kitchen or living room since the BeerTender® came to the market. Ah yes, that BeerTender. I always want to have one, even if I don’t drink beer at that time. And now the new toy boy is here—a gadget in a silvery aluminium capsule shape. The new home tap, THE SUB®, is a real gem for a corner of a room. It is not only “a new home draught beer.” THE SUB® creates a lifestyle.
Drinking beer at home is becoming fashionable with THE SUB®! But of course, never without THE TORPS®. It is the core of the machine, a 2-litre aluminium keg specially designed voor THE SUB®. The un-boxing is exciting; the installation is as easy as plugging in the power and inserting the keg, the capsule where the gold fluids rest inside waiting to be tapped. Press the button, and voila, ready! To enjoy the beer, cool THE TORPS® in your refrigerator for at least 6 hours or install the keg inside THE SUB® and turn it on for at least 10 hours before taping your first glass of beer. I recommend keeping it on overnight before you use it. In this way, the cooling system of THE SUB® is working at its full capacity.
While waiting for the beer to get ready, cold and fresh, I explored the world of SUB online and registered my SUB. While subscribed to the machine, I found it fun to have my own personal corner where I could collect some rewards (enter the special code on the TORPS) to claim the accessories such as the specially designed Heineken glasses by Marc Newson, glassware, mats, a skimmer and a full serving case (glassware, mats, skimmer). I got my Heineken Ellipse glasses, which I bought at the SUB corner at the de Bijenkorf department store. The skimmer is coming to me (a gift for registering my SUB). So my goal next will be the Heineken glasses designed by Marc Newson. 2 are ready, and 9 to go for my rewards.
My first tap? Just as an amateur, it's a bit too foamy. I need to practice and ‘get the feeling’. For example, when driving a car, you must do some test drives to get used to the steering wheel. So, after tapping 3 to 4 glasses of beer, the beer was less foamy. Maybe it was only the first beer that would be frothy and get less after. I don’t mind the foam, and I will find out when the first glass from a new full TORP® is installed. THE TORPS® holds about eight glasses of beer and can keep it fresh for 15 days after opening. The longer the TORPS® is in the SUB®, the colder it will get. It was a good cold beer and a beauty design machine for the eyes.
The Sub®
Heineken introduces us to the most innovative and advanced gadget, THE SUB®. The state-of-the-art home draft was designed by designer Marc Newson and is guaranteed by the high-end technology from KRUPS. THE SUB® is the next generation of the home draft. The smart cooling technology ensures that the draft beer is always fresh and at the perfect temperature of 2° Celsius. THE SUB® is “loaded” with THE TORP® , a compact two-litre beer packaging that fits any refrigerator. Heineken®’s beer, Affligem, Desperados, Pelforth (FR), Birra Moretti Baffo d’ Oro ( IT), Wieckse White and Tiger Beer are available immediately at the launch of THE SUB®. Before the end of this year, Brand UP and Brand Weizen will be in the TORP®.
Marketing Director HEINEKEN Netherlands
Bram Westenbrink, Marketing Director HEINEKEN® Netherlands: “With the introduction of THE SUB®, HEINEKEN brings the best quality cold and fresh draft beer to the Dutch living room. THE TORPS® come in different varieties of beer, some of which were not previously available in the Netherlands. We know the beer lover who is the tastiest finds a fresh draft beer and wants to vary and explore. So you can also try with THE SUB® tequila beer, abbey beer or other international or local beer.”
Availability & Price
For the Dutchies: THE SUB® and THE TORPS® are available at www.the-sub.com. Consumers can also order THE SUB® and THE TORPS® online and have them delivered to their homes. Accessories designed by Marc Newson are also available online.
THE SUB® and THE TORPS® will be exclusively available at De Bijenkorf. From the end of October, the new home draft will be available at selected branches of Media Markt and BCC. THE TORPS® will be available at selected Gall & Gall stores and through www.ah.nl. THE SUB® has a recommended retail price of € 249, and THE TORPS® is available from € 5.79.
Met trots voor u gebrouwen. Geen 18, geen alcohol.
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