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Marc Newson, Heineken and Krups Team-Up Provides a New Way to Beer: The Sub

By Rain Noe - October 18, 2013

in Object Culture

Raymond Loewy famously designed a bunch of stuff for Coca-Cola. Marc Newson, too, is venturing into famous beverage territory, but for a decidedly sudsier product: Beer.

Three years ago Heineken, after doing research, decided there was a market need for a product that would allow consumers "to enjoy an upscale drinking experience in their own homes." Six months later they'd tapped Newson to design it and now, 2.5 years later, they're ready to roll out the fruit of their collaboration, dubbed The Sub.

Manufactured by Krups, The Sub is, in Newson's words, "a giant pressurised vessel" and "a male-oriented object made of anodized aluminium." Consumers can purchase what they're calling "Torps," metal cylinders filled with brew, that they then load into The Sub like a torpedo into a firing tube. But instead of sinking an enemy U-Boat, The Sub then chills the beer down to two degrees Celsius, which is four degress colder, Heinken reckons, than your 'fridge can get it.

For now your choice of beers is limited to the ones in Heineken's stable, including Mexican, Italian and Belgian brews.

And to make the beer experience a bit more designery, they're also selling a Newson-designed Sub Case, a handsome aluminum (well, "aluminium" to them) bucket filled with five Heine glasses, five aluminum coasters lined with a silicon non-slip base, and even an aluminum beer skimmer. The only thing that's missing is a periscope that you can deploy from your man-cave to see if the missus is looking for you upstairs.

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23c0n

11 years ago

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I'm terribly sorry, but Desperados is NOT Mexican! It's a horrible horrible concoction made in FRANCE. Mixing tequila with beer is done for a few cocktails over here, but what Desperados uses is what they call "tequila fragrance", meaning not tequila at all.
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Bubbleboy

11 years ago

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All fun and games, but why is Marc's signature this small and only shown on the back of a machine? What kind of strategy is this? Why involve a super expensive designer and not even show it to the public?
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Iain from Lancashire

11 years ago

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The stylish love child of a Soda Stream and a Watney's Party Seven.
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Aiyo

11 years ago

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Awesome, but eerily similar to:
http://joeyroth.com/ceramic-speakers/
But hey, what goes together better than some tunes and beer?
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slippyfish

11 years ago

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Its fun and all, and I'd like to have one right now - but I have to question the iconography of torpedos and military equipment with the brand of Heineken. Does that seem like a fit to anyone?
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