I’ve got to be honest.  I’m a fan of co-branding.  Maybe it’s the idea that two brands can come together to help each other strengthen their respective brands. The thought of a harmonious relationship is attractive in a society and world filled with a “me first” attitude.  Generally, it really only makes sense if there is a win-win situation.  (Although, some companies/brands out there may only care if they “win”, even if it means the other brand will “lose.” That all depends on one’s morals and I’m not touching that topic…yet.)

The newest co-branding project that has caught my attention is the Heineken BeerTender by Krups.  “BeerTender: The Ultimate At Home Draught Beer Experience. It’s not often you use ‘beer’ and ’stunning’ in the same sentence. But then again, you’ve probably never experienced BeerTender.  It’s a testament to our deep appreciation beer — and our desire to bestow upon you The Perfect Draught Beer.”  (http://beertender.usa.heineken.com/home.php) 

The BeerTender appears to be targeted towards those who are serious about their beer and take pride in the art of the beer experience.  It would not surprise me if Heineken also has hopes of attracting less-than-connoisseur beer drinkers who are wooed by technology.  Or maybe college age kids (of legal age of course!).

The domestic beer market has been in a bit of a funk and companies are doing what they can to boost sales and market share.  Look at Miller and Anheuser-Busch. They recently created and are marketing camouflage beer cans.  (Once again, that’s for another blog entry.)  This is Heineken’s big shot at “innovation” in the beer market.  Will others follow suit and introduce some sort of product that makes the beer presentation and pouring process more fun than popping a bottle cap and pouring it into a mug…or perhaps a plastic red cup for you college kids?

Since Heineken is the only beer manufacturer with this new beer pouring technology, one has only one choice for a BeerTender refill: the Heineken DraughtKeg.  This ought to help boost Heineken’s beer sales, yet, it is all trivial as to how much because it is dependent on the sales of the BeerTender.  (FYI- a DraughtKeg is equivalent to a little more than a 12-pack of 12 oz bottles — 13 1/3 bottles to be exact.)  One can’t help but wonder if other beer manufactures will dodge creating their own versions of the BeerTender and produce mini-beer kegs similar to the Heineken DraughtKeg?  If beer manufacturers are smart they’ll keep a close eye on the sales of the BeerTender.  Why create and manufacture a mini-beer keg to be used in the BeerTender if the BeerTender isn’t moving any volume? Wait it out but be ready beer manufacturers.

Heineken really couldn’t have teamed up with a better brand than Krups.  Anyone who has been in the market for kitchen appliances, such as a coffee machine, has most likely come across Krups.  While there’s nothing sexy about the Krups brand logo, it is a well-established brand with a nice range of product offerings with sleek designs and reliable performance that can look visually appealing in almost any kitchen.

Krups came up with the technology yet Heineken is the spotlight brand associated with the BeerTender.  That leads me to believe that even if the Heineken BeerTender is a complete failure, the Krups brand image shouldn’t be weakened.  On the other side, if the BeerTender becomes the next iconic cultural technology gadget, the Krups brand probably won’t strengthen a whole lot either.  Come to think of it the same could be said about the Heineken brand.

Adios,

Michael

To learn more about the Heineken BeerTender, visit the BeerTender website.

Technorati Tags: BeerTender, co-branding, draught beer, Heineken, Krups

Article Tags: BeerTender | co-branding | draught beer | Heineken | Krups
Filed under: Branding, Technology