Heineken sub-zero cooler - Contributed

Lovers of Heineken now have 'the coldest beer experience' with the introduction of the new and innovative Sub- Zero Coolers islandwide. These coolers chill beers to - 4 degrees Celsius below zero, using the most advanced technology. This is the lowest temperature a beer can reach before freezing.

The coolers are available in two different sizes, medium and large. The medium coolers can hold six cases while the large cooler holds 13 cases of beer. The two designs communicate Extra Cold in an innovative manner and in the outlets, they clearly stand out from the regular coolers.

Heineken began rolling out the coolers in Jamaica at selected bars and clubs last month.

According to Keri-Ann McKenzie, brand manager for Heineken, "Experience and research shows that consumers prefer to drink their beer much colder and this drives preference and incremental value for the Heineken brand. A really cold beer is more refreshing, with an intense, smoother taste making it easier for many consumers to drink."

Pilot tests with sub-zero refrigerators in different markets have resulted in significant volume increases, with an average increase of 25 per cent.

At the recent launch in Kingston, guests were asked to sample the Extra Cold Heineken and from all indications it went down very well.