Head of International Sales,
SELF-SERVICE DRAFT BEER–A BRIEF HISTORY
Draft beer is a profitable product which continues to steadily increase its market share in countries around the world, including India. Much attention is given to the logistics of getting beer to the drinking outlets and to pouring consistent quality at the bar. Less thought, however, is paid to what happens to the beer between the bar and the tables. Our company has over 20 years’ experience in doing just that: as a leading international supplier of tabletop beer dispensers, our mission is to provide unique products which help the bartender to sell more draught beer, provide a sociable experience to the end-users, and to promote the brewer’s brands.
Our dispensers are used in over 80 countries and our customer base includes international corporate names like Heineken, AB InBev and Carlsberg, among many others.
Tabletop beer dispensers have been around forever – think pitchers in ancient Rome. But the commercial concept of putting chilled draft beer on a table inside a transparent vessel and allowing a group of drinkers to fill their own glasses by pulling a lever started in 1995. This was the year in which our company, Iniciativas y Proyectos Hosteleros S.L., invented the Metrodispenser, essentially a vertical ice-chilled tube with a swivel beer tap. The concept caught on, and eventually became popular with breweries to boost sales of draft beer in bars and restaurants.
THE TRITON CHALLENGE: SIMPLE, SANITARY & FUN
As the market for tabletop beer dispensers around the world opened up, we realised that this class of products provided an exciting novel way to consume draft beer. However, several issues needed to be addressed, especially those concerning ease-of-use and hygiene. A tabletop beer dispenser needs to be easy to fill, easy to use, easy to clean, robust, well branded and needs to pour fresh-tasting cold beer in a way which is also enjoyable for the consumer. We want to increase beer turnover and free up the bar staff, but we also want to add as much as we can to the user experience.
Fast-forward to the year 2010 and the introduction of the Triton range of dispensers. Our major re-think of the whole tabletop beer dispensing concept. The new dispensers specifically address usability and hygiene. Technically this is achieved by a patented system which completely isolates the beer-filled vessel from the detachable legs and dispensing handles, allowing easier filling and cleaning. The Triton system also substitutes the traditional beer tap (not ideal for gravity-fed dispensers) with a simple and effective set of valves and levers. These are fully accessible and can be quickly rinsed with water after use – very important for low-tech maintenance in the field. All our dispensers fulfil international hygiene standards, and sanitary certifications are available on our website, tritondispenser.com.
All Triton dispensers, available in capacities of 3 litres and 5 litres, have three dispensing levers which allow up to three drinkers to serve themselves simultaneously. This contributes to the creation of a friendly and festive atmosphere around the table.
A tabletop beer dispenser needs to be easy to fill, easy to use, easy to clean, robust, well branded and needs to pour fresh-tasting cold beer in a way which is also enjoyable for the consumer. We want to increase beer turnover and free up the bar staff, but we also want to add as much as we can to the user experience.
COLD BRANDED DRAFT BEER
An effective cooling system is an important feature of any tabletop beer dispenser and more so in a hot climate. Less advanced tabletop dispensers typically use some form of gel or ice-filled tube which is placed directly into the beer. This solution comes at the cost of hygiene (the cooling tubes are invariably handled) and it also sacrifices drink volume of the dispensers. In Triton dispensers, however, the cooling block is integrated into the design of the base and avoids direct contact with the beer, thus resolving both the problems. The Triton cooling block included with all units is also extremely effective: beer will remain cold for much longer than required in a tabletop dispenser, typically for over an hour.
Branding is another crucial aspect in the tabletop beer dispenser design. In our view, having a group of drinkers sat round a table pouring drinks from a dispenser is a wasted opportunity if the object of their attention isn’t effectively communicating the brand. All Triton dispensers are branded free-of-charge with our customers’ artwork, with no MOQ.
TRITON IN INDIA
Our company is based in Spain, near Madrid, and has production and logistics centres in China and Spain. We ship around the world and we pride ourselves in providing extremely quick production turnaround for most models, typically of around 1000 units of fully branded dispensers in 20 days. Triton dispensers were first introduced to the Indian brewery market in the year 2014 and feedback is extremely encouraging. We look forward to continuing to help consumers in India enjoy the country’s great draft beers in a way which is both fun and profitable.