Apple's designer Marc Newson recently helped create a new product for Heineken called The SUB. 
It's called The SUB. The SUB is a small machine that holds beer, but is designed to keep your beverage smooth and chilled. Better yet, you don't have to go out to a bar for this beer because it can be poured in your own home.
Newson spoke with PSFK about the mini keg-like product, which is referred to as the "Nespresso of the beer world." He shed some light on his philosophy on marketing and design, and how those two things go hand in hand.
"I admire companies like Heineken who have the courage and foresight to embrace design as a way of differentiating themselves in the marketplace," Newson tells PSFK. "The design world should take the opportunity to engage with large corporations to make good design accessible on many different levels."
Not only does Newson believe innovative design can make a brand stand out, but he says he wanted to create an appliance that people would actually want to display in their homes, with the Heineken branding on it and all.
He's also a firm believer in bringing in some outsider perspective every once in a while.
"I am a great believer in cross-pollination - in bringing fresh eyes to an industry. I think it's healthy," he says.
