sub, Heineken

The Sub is made by Heineken and Krups. With this product draft beer can be served at home. The Sub can be easily re-assembled to insert the “Torps”. These are beer kegs especially made for the Sub. The combination of a durable product and short-lived consumables is supporting the lifetime extension of the product.

Circular Design Strategies 

  • Product Standardisation & Compatibility: the Torps can be interchanged across different models.
  • Product Dis- & Reassembly: the product can be assembled easily to change the Torps.

Business Model Archetypes


  • Hybrid model:.a durable product (Sub) together with the short-lived consumable (Torp)

Product Life Cycle stage

  • Introductory stage: home beer drafts are relatively new on the market

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