The world of beer has suddenly become, well, stylish.
While Peroni has taken the fashion route to appeal to
affluent and image-conscious beer-drinkers – check out its slick ads in
all manner of glossy magazines - Heineken has turned to Marc Newson, one of the
world’s leading product designers.
Newson has partnered with Heineken and Krups to create The
Sub – a submarine-inspired draught keg allowing beer-drinkers to enjoy their
favourite super-chilled brew at home – in style. The beer is said to be kept at
the perfect pressure and temperature – hence the submarine design theme.
You can also buy a range of Marc Newson-designed accessories
to go with your Sub, such as stylishly shaped beer glasses and a silver-coloured
gift case signed by Newson containing five glasses and five aluminium coasters.
If you travelled through Amsterdam Schiphol Airport
recently, you would have been one of the first people in the world to see and
experience The Sub in action. If not, you’ll have to wait until later this year
to buy one in France and Italy, and early 2014 if you’re in the UK.
Commenting on his latest product, Marc Newson said: “My
collaboration with Heineken and Krups has been a very enjoyable one. It’s
always rewarding when you get to work with experts, and are able to turn the
nuts and bolts of a machine into an innovation that will be admired for its
design look as well as its functionality. The Sub will fit in comfortably to
anyone’s home – it has a compact size and a sleek design.”
Don’t worry if you aren’t a fan of Heineken – there are
plenty of other world beers you can enjoy in The Sub, including Affligem,
Desperados and Birra Moretti Baffo d’Oro, as well as seasonal beers.
Check them out at www.the-sub.com. All you need now is the Porsche Design kitchen.
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| The Sub draught keg designed by Marc Newson |
