Heineken launches Tiger beer on Blade

Dutch brewing giant Heineken has launched Tiger beer on Blade, its 8-litre portable draught dispense system, giving hospitality 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 served is on draught, and according to Heineken, Blade represents an 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%, it claims.

Heineken UK says it has 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, it says.

Head of Blade at Heineken UK Otto Esser said: “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.