발음여행 미국 vs 영국
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We had the draft keg, which was a four or five liter metal keg that you could use it to actually pump your own beer when you are at home or in a picnic or somewhere else. It had some success, but not nearly in line with what we had envisaged.
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Alexis Nasard: CMO of Heineken
It’s creating exciting experiences for consumers. “My laundry is not clean enough.” “My skin is not young enough.” So there are very scientific problem-oriented solution. What is different in a category like beer, it is not about solving a problem. It is about , dreams, and lifestyle. One of the first thing that shocked me when I started working at Heineken, and I was talking about innovation, they say “But what innovation? Beer is beer.” Can you imagine that ? I said, “Why doesn’t anybody say ‘A phone is a phone.” Or ‘A computer is a computer.’ Or ‘A car is a car?’” Because they innovate. We had the draft keg, which was a four or five liter metal keg that you could use it to actually pump your own beer when you are at home or in a picnic or somewhere else. It had some success, but not nearly in line with what we had envisaged. And we learned a lot from it. We learned that consumer… that it’s heavy — that it requires a long time to cool it. You need, like, 6, 7 hours in the fridge. So we’ve learned a lot along the way. That is why we’re not too fussed up about failures in innovation. It’s a little bit costly but if we haven’t tried the draft keg, we would never have reached what we’ve reached here. And that in a three-year space of time is quite a difference between what the first thing offered and what THE SUB is offering today. And failing is part of .
It’s creating exciting experiences for consumers. “My laundry is not clean enough.” “My skin is not young enough.” So there are very scientific problem-oriented solution. What is different in a category like beer, it is not about solving a problem. It is about , dreams, and lifestyle. One of the first thing that shocked me when I started working at Heineken, and I was talking about innovation, they say “But what innovation? Beer is beer.” Can you imagine that ? I said, “Why doesn’t anybody say ‘A phone is a phone.” Or ‘A computer is a computer.’ Or ‘A car is a car?’” Because they innovate. We had the draft keg, which was a four or five liter metal keg that you could use it to actually pump your own beer when you are at home or in a picnic or somewhere else. It had some success, but not nearly in line with what we had envisaged. And we learned a lot from it. We learned that consumer… that it’s heavy — that it requires a long time to cool it. You need, like, 6, 7 hours in the fridge. So we’ve learned a lot along the way. That is why we’re not too fussed up about failures in innovation. It’s a little bit costly but if we haven’t tried the draft keg, we would never have reached what we’ve reached here. And that in a three-year space of time is quite a difference between what the first thing offered and what THE SUB is offering today. And failing is part of .