Hops house: Heineken to enter the home-brewery battle

In response to the growing trend of home beer-brewing, Heineken is attempting to reach out to homebrewers by releasing The Sub, in collaboration with Krups and industrial designer Marc Newson. Capable of chilling a beer to 2°C, the stylish dispenser can hold two litres of beer and keep it fresh for 15 days. It will be released in 2014.

Heineken’s product is not a device for drinkers to make their own beer. The Sub’s purpose is to take advantage of the growing interest in bringing the bar experience into the home by enabling drinkers to serve draught beer in a fashionable way.

The product’s release will mark Heineken’s entrance into the already-competitive home-brewery market. You can read more about the popularity of home brewing in our Alcoholic drinks market report.