Heineken is brewing up a strategic mixture of mobile and draft technology to help the brand grab the attention of craft beer fans and drive sales. 

BrewLock, a 20-liter, single-use plastic container, functions as a type of microbrewery by allowing consumers to receive the same taste, consistency and quality they would find in a brewery, thanks to its two protected chambers. A complementary mobile application enables users to locate bars serving BrewLock and watch a 3D demonstration of the technology, will likely help Heineken maintain its stronghold in the beer sector and reach a greater amount of millennial consumers.

?Heineken is first to market with their proprietary BrewLock technology, a revolutionary way to dispense beer which delivers the highest quality draught beer on the market,? said Mark Lang, commercial marketing manager on premise, Heineken USA. ?We want to be sure that as many people as possible are able to enjoy the benefits, which led to the development of our new smartphone app.

?Our biggest fans, many being in the millennial target, are consuming news and information via their smart phones. Creating a mobile app that goes where they are and that fits in their lifestyle makes it easier for them to seek out the BrewLock Heineken experience, wherever they are.?

App drinking companion
Heineken is ramping up awareness of the BrewLock keg by introducing an eponymous mobile app, designed to show users how the technology works and how it dispenses fresh-tasting beer with no added carbonation.

Users over the age of 21 may play the Unlock BrewLock game to receive a chance to win over 2,000 prizes, including a trip to Amsterdam, where Heineken beer is brewed. The app also offers a 3D demonstration of how the keg is structured, highlighting the freshness of the beer inside.

However, the most notable feature is the in-app Bar Locator, which enables consumers to find bars in their vicinity that serve BrewLock.

The app therefore plays a significant role in the marketing of this new technology, as on-the-go millennials and other potential customers will be able to specifically choose a location with the intent of trying BrewLock. If friends and family are along for the ride, the app could fuel more people to test out the proprietary technology and alcohol.

?Geolocation is a key goal of any beer company?s mobile strategy,? said Gary Schwartz, CEO of Impact Mobile, New York. ?Whether this is leveraging location via GPS in the app; LBS services off the carrier network or proximity via iBeacon or Wi-Fi, locating an interested consumer and driving street-to-bar conversion is the holy grail of any engagement campaign.

?Doorswing becomes a metric as does PoS conversion if the brand can close the loop.?

Although a plethora of other beverage brands offer their own mobile apps, BrewLock has a distinct call-to-action that may prevent consumers from deleting it from the prime app real estate on their smartphones and continuing the engagement.

Heineken has recently been making an even bigger push for mobile, tapping some of its more innovative features.

Several weeks ago, the marketer tapped augmented reality app Blippar for a new digital campaign that offers consumers a look at beer's ingredients while stirring up interest in sustainability matters by asking users to snap a photo of a Heineken bottle to unlock exclusive content and create selfies to share across social media (see story).

New technology
BrewLock was designed to eliminate almost all keg waste and cut as many system failures as possible, resulting in an environmentally-friendly and recyclable way of housing Heineken?s imported beer.

?In addition to our consumers, this is also a game changer for our partners in the restaurant and bar industry,? Heineken?s Mr. Lang said. ?By implementing a BrewLock tap, restaurants and bars are able to serve Heineken with the more sleek and condensed 20L keg that fits into small spaces (i.e. under the bar), compared to standard 50L steel kegs.

?BrewLock is also very simple to change, as the coupler simply twists on and off the top, making it less cumbersome for staff. It?s also eco-friendly, as it?s 100 percent recyclable.?

As the beer does not come into contact with any gas, consumers can feel assured that the taste will not come too strong or too weak. The technology allows users to avoid inconsistent draft lines, tapping a one-size-fits-all approach to pouring.

BrewLock was first distributed in states such as Massachusetts, New York and New Jersey, and is currently available in 25 markets. The brand has found that the rate-of-sale on its draught beer is more than 25 percent higher in BrewLock converted accounts than those coming from steel kegs.

There has also been an overall six percent trend shift in Heineken beer since the introduction of BrewLock technology, proving that even classic alcohol brands require an occasional revamping to stay relevant.

?We understand that everyone is now using their phone to discover content, and by creating a brand experience through the BrewLock app, we?re enabling our consumers to find information while they?re on-the-go,? Mr. Lang said. ?Whether they?re going out for a beer on the weekend or happy hour with coworkers, we want to equip them with the ability to search for and enjoy the best quality Heineken they can find.

?We are also looking into incorporating the Bar Locator on Heineken.com as well to increase the element of BrewLock discovery for our users, whether they are on their desktop or mobile. As our commitment to continue sharing the BrewLock experience, we recently released a new update for our app that allows consumers to locate bars nationwide.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York