HEINEKEN USA, the nation’s leading upscale beer importer, is announcing the details of this year’s Holiday retail and on-premise program. Scheduled to hit outlets beginning November 1st, the fully-integrated program with the thru-the-line tagline Share the Heineken. Spark Your Holidays, includes a multi-million dollar media investment, holiday-themed display and POS materials, and compelling cross-merchandising offers, including a partnership with Korbel® California Champagne, designed to inspire consumers to make Heineken their beer of choice when celebrating throughout the holiday season.
“The holidays are the time when consumers reconnect with friends and family in meaningful ways,” noted Jonathan Simpson, Director of Commercial Marketing, HEINEKEN USA. “This season, Heineken is celebrating one of the greatest moments of connection — when a cold beer is shared with those who matter the most. As a premium, imported lager, Heineken is the perfect beer for these special occasions. Through this year’s program elements, Heineken is encouraging consumers to choose Heineken and Heineken Light while offering retailers the selling tools they need to drive traffic and increase sales and profits of Heineken and Heineken Light.”
Partnerships with Ziplist and Evite, will capture and empower shoppers pre-shopping trip with tools to help them relieve holiday stressors and organize their gatherings, while also encouraging them to add Heineken to their holiday shopping lists. In addition, targeted media including national TV, digital, and social media will keep Heineken top of mind, engage consumers and drive traffic to retail outlets.
At retail, a range of custom-designed display and POS materials will stand out from the holiday clutter to remind consumers to choose Heineken for their holiday gatherings and celebrations. Channel-specific, bilingual cross-merchandising IRC (instant redeemable coupon) and MIR (mail in rebate) offers (where legal) will be available on items including fresh or frozen turkey, gift cards and Korbel, the #1 selling premium sparkling wine in the U.S. Simpson added, “2014 marks the third year of our partnership with Korbel, a successful partnership that resulted in 6% lift in sales at participating club store outlets in 2013. Both of these premium brands are a natural choice for consumers who want to serve the best at their holiday celebrations.
On-premise, targeted media and Evite will drive consumers to participating accounts where program-specific POS elements will encourage patrons to choose Heineken for themselves and friends.
Simpson concluded, “The holidays are a time for people to show they care, and they want confidence that they are making the right decisions. As a premium imported beer, Heineken & Heineken Light provide the confidence needed in the purchase decision.”
About HEINEKEN USA
HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of Heineken International BV, the world’s most international brewer. European brands imported into the U.S. include Heineken, the world’s most international beer brand, Strongbow Hard Apple Ciders, Desperados, Amstel Light, and Newcastle Brown Ale. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com
