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Can Heineken Deliver On Its Direct ECommerce Plans?

  • The Drum, Friday, September 18, 2015 7:11 AM
It’s been two years since Heineken first unveiled the beer dispenser, dubbed the Sub, as a tentative step into creating a direct ecommerce stream for beers like Desperados, Birra Moretti and Affligem. But since its fanfare introduction the brewer has been relatively shy about marketing the Sub, The main reason Heineken has avoided a heavy push for the dispenser is the fear of disturbing the equilibrium with its existing commerce partners such as Amazon, Tesco and Carrefour.

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