Draught Beer in a Bottle

Jul 2020- The COVID-19 pandemic has necessitated changes to many facets of everyday life, especially when it comes to socialising in public. Around the world, pubs and bars have felt the impact keenly with some having to shutter their doors temporarily while others limit themselves to takeaway orders.

This is true in Malaysia even as the country gradually emerges from a Movement Control Order that was put in place in March.

For Heineken Malaysia, it became clear that a new approach was needed to cope with the situation. Working with the Jebsen & Jessen Packaging team, the customer took the innovative step to bottle its draught beer in PET to support a new takeaway business model.

From tap to bottle

Draught beers are generally best served direct from the tap. Even though bottled and canned beers are easily available, many drinkers prefer draught because it is fresher, more flavourful and pleasantly aromatic.

However, freshness and flavour of draught beer can be compromised when exposed to UV rays. To overcome this problem, we created PET bottles with a dark brown tint to offer some protection against sunlight.

At bars and pubs, servers fill the PET bottles from the tap only when they receive an order as an additional safeguard to ensure freshness. This is then taken home by the customer or sent to their doorstep by food delivery partners.

Ever since the Heineken PET bottles were made available, more bars and pubs have been actively promoting draught beers to keep their customers sated and safe.