THE SUB will be rolled out across a number of markets in 2014, starting with France and Italy. It will be sold with Marc Newson designed optional extras including a full serving case, glassware, mats and a skimmer. This will enable consumers to create the quality pour that Heineken’s brands are known for with a small group of friends or family, in the comfort of their own home.
THE SUB will be supported by a digital platform www.THE-SUB.com, which will allow consumers to discover the concept, and ultimately shop online for an assortment of world beers from Heineken’s portfolio. They will discover new brands, and enjoy the convenience to have them delivered directly at home. The first brands to be available will include Heineken, Affligem, Desperados and Birra Moretti Baffo d’Oro. In addition THE SUB will also offer seasonal beers.