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PerfectDraft draught beer dispenser for the home

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January 20, 2004

PerfectDraft

PerfectDraft

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Interbrew and Royal Philips Electronics have announced the development of PerfectDraft, a new system which combines a high-quality appliance and consumer-preferred beer brands in light metal kegs, delivering the taste of draught beer in the comfort of one's own home. PerfectDraft is a new type of appliance with a tap handle, internal cooling system, pump, and 6-liter light metal keg. PerfectDraft keeps beer at the optimal conditions and the beer stays fresh for 4 weeks.

Interbrew and Royal Philips Electronics leading players in their respective categories, have announced the development of PerfectDraft, a result of their global partnership. PerfectDraft is a new system which combines a high-quality appliance and consumer-preferred beer brands in light metal kegs, delivering the taste of draught beer in the comfort of one's own home.

Bringing the great taste of draught beer into the home is a consumer need Interbrew clearly identified. Starting in Q3,2004, consumers in Belgium will be the first to sample PerfectDraft, a new appliance with a tap handle, internal cooling system, pump, and 6-liter light metal keg. PerfectDraft keeps beer at the optimal temperature and the beer stays fresh for 4 weeks.

John Brock, Interbrew's CEO commented: "When Interbrew came up with the idea of developing an in-home draught-beer dispensing appliance, Philips ... was a natural choice. Philips shares with Interbrew the objective of developing innovative products which improve daily life. Consumers are at the heart of everything we do."

Han van Splunter, CEO of Philips Domestic Appliances and Personal Care (DAP) division, added: "Philips strongly believes in developing products which meet the changing behavior of the consumer. Therefore, we are happy to team up with excellent partners to explore these new needs. No other beer company can match Interbrew's broad portfolio of global and local quality brands, which offers such a wide choice of tastes and experiences. Partnering with Interbrew to finally bring the great taste of draught beer into the home is definitely the right choice for Philips.'

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About the Author
Mike Hanlon Mike grew up thinking he would become a mathematician, accidentally started motorcycle racing, got a job writing road tests for a motorcycle magazine while at university, and became a writer. As a travelling photojournalist during his early career, his work was published in a dozen languages across 20+ countries. He went on to edit or manage over 50 print publications, with target audiences ranging from pensioners to plumbers, many different sports, many car and motorcycle magazines, with many more in the fields of communication - narrow subject magazines on topics such as advertising, marketing, visual communications, design, presentation and direct marketing. Then came the internet and Mike managed internet projects for Australia's largest multimedia company, Telstra.com.au (Australia's largest Telco), Seek.com.au (Australia's largest employment site), top100.com.au, hitwise.com, and a dozen other internet start-ups before founding Gizmag in 2002. Now he writes and thinks. All articles by Mike Hanlon
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