BLADE: An innovation by HEINEKEN at the SIRHA Budapest trade show

Heineken built it owns stand at the Sirha Budapest 2020 trade fair. This was the first time to do so in Hungary, and our magazine asked sales manager Ádám Mülhauser about the details.

What gave you the idea for having your own stand?

At the 2018 SIRHA trade show we supplied a partner with products, and this was when I decided: if we have an interesting innovation, we will take it to the 2020 event!

What kind of product portfolio did you present to partners?

In the autumn of 2019 we did a ‘silent launch’ of our BLADE countertop beer draught system, together with 4 different premium HEINEKEN beers, which were developed especially for this device in 8-litre capsule format. From March 2 more BLADE beers are available. The BLADE system requires no CO2 as it features an innovative compression system. BLADE can provide fresh 2°C draught beer for 30 days. The system can be used for serving premium lager, ale, wheat, flavoured lager and alcohol-free lager beers.

Was your presence at Sirha 2020 successful?

Absolutely, as it is very well indicated by feedback from the stand’s visitors and the jump in the number of orders. Even the design of BLADE reflects that the countertop beer draught system is a unique innovation. The website www.heinekenblade.hu also had many visitors.

What are you goals and plans for 2020 in the retail and HoReCa channels?

BLADE makes it possible to sell top-quality draught beer in HoReCa units that don’t specialise in beer, such as cafés, confectioneries or even barber shops! The system requires no maintenance or expertise to put into operation. Our goal is to make excellent beer available to consumers as many places as possible via BLADE. (x)