As promised, and just in time for summer picnics, Heineken introduced its new portable draught beer system in May in the United States. The portable 4.75-liter Heineken DraughtKeg is a pressurized, disposable system with a mini tap that keeps beer fresh for 21 days. The product follows the 2004 introduction of BeerTender, Heinekens home draught beer system. Heineken also started testing its new Heineken Premium Light Lager as of March. The new beer is lighter in taste and has fewer calories and carbohydrates than regular Heineken. On the global front, Heineken is focused on growth in China as the most important developing beer market for the company. To focus on extending the brand there, Heineken started local production in China in 2004. The company further strengthened its position in China this March when it acquired a 40 percent share in Jiangsu DaFuHao Breweries through its joint venture with Fraser & Neave. The acquisition was valued at $28.6 million.
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