Connecting beer lovers of the world at home logo

Connecting beer lovers of the world at home

HEINEKEN’s Innovators Brewhouse is looking for innovative ideas and solutions to bring its home draught system, The SUB, to the internet of things through a connectivity kit add-on. We are calling upon the best creatives and start-ups from the world to participate and put your brains to the test.
  •   Make the SUB connected, give consumers more insights about their SUB

  •   Land a collaboration with Heineken and distribute globally!

  •   More challenges:

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Challenge Details

HEINEKEN is a proud, independent global brewer committed to surprise and excite consumers with its brands and products everywhere. From a single brewery in Amsterdam 150 years ago, the company has grown into the world’s most international brewer, being present in over 70 countries, operating more than 165 breweries and employing around 75,000 people.

At the end of 2013 HEINEKEN launched THE SUB, a home draught system, offering consumers the best possible draught beer experience at their homes. With a strongly growing consumer base across multiple geographies and connectivity becoming ever more important to offer consumers a seamless user experience, HEINEKEN’s Innovators Brewhouse is challenging developers and start-ups to come up with a creative concept for the SUB. The intention is to then partner up and add the concept to all SUBs.

To offer consumers an enhanced home draft experience, The-SUB team is looking for creative ideas and solutions for a connectivity kit (add-on) to give consumers more information about their appliance. The challenge is to come up with a concept that:

  1. Can easily be attached to the current SUB appliance by the consumers themselves
  2. Offers consumers a meaningful and relevant functionality
  3. Can measure and transmit information

More challenges like these can be found at:


The winning team will have high chances of entering into a pilot contract with Heineken!

The best applications will be chosen to pitch their solution at the Heineken headquarters in Amsterdam, December 6th 2017. A panel of experts will be there to analyze your solution and hopefully, you'll be selected to enter into a pilot contract with Heineken and test your solution on the SUB.

  • Partner up with Heineken to enhance consumer drinking experience
  • Distribute your product on a global scale
  • Additionaly, you might receive up to four Champions League tickets for Q1 2018
Practical Details

Anyone with a creative and innovative solution to make the SUB connected can apply. We expect you to present your proposed solution December 6th in Amsterdam. MVP's and POC's are highly encouraged.

Get ready for that global partnership!!

  • Present in Amsterdam, December 6th 2017.
  • Be able to realize a usable product or service within the next 6 months
  • Legal drinking age in both your country, and the Netherlands (18 years)
8 November, 23:59 CET
Closing the applications
15-30 November
Invitations to be send out
6 December 14:00-19:00 CET
Pitches in Amsterdam (we cover flights!)

Sorry, we no longer accept applications!