Heineken Lifts the Holiday

Published in CSP Daily News

Program invites consumers to "celebrate together"

WHITE PLAINS, N.Y. -- Heineken USA Inc. has announced this year's "Celebrate Together" holiday program scheduled to hit retail outlets beginning Nov. 1. At the center of the program, celebratory limited-edition bottle labels and promotional packaging on Heineken Lager 12 packs will be available to enhance adult consumers' holiday experiences and drive repeat visits to retail outlets throughout November and December.

Four different limited-edition bottles celebrate Heineken milestones including designs that represent the brand's beginnings, its global presence and its ongoing commitment to innovation. Each holiday-themed 12 pack of limited-edition bottles also features an in-pack code that earns consumers the chance to instantly win a $50 holiday reward gift card.

"Upscale beer drives category growth during the holiday period," said Belen Pamukoff, Heineken brand director for Heineken USA. "In fact, this period includes two of the three biggest volume weeks for upscale beer, representing more than $350 million in revenue. Heineken 12 packs generate 10% lift with feature and 44% increase in volume during the holidays making Heineken the best upscale brand to promote during this critical selling season."

In addition to Heineken's promotional packaging, channel relevant cross merchandising instant redeemable coupon (IRC) and mail-in rebate (MIR) offers (where legal) will be available on items including ham, turkey, gift cards and Korbel, a leading sparkling wine.

"During the holiday period, Heineken drinkers are more likely than mainstream beer consumers to purchase Korbel," said Pamukoff. "Heineken and Korbel co-displayed are the perfect 'celebrate together' program partners."

Engaging custom-designed display pieces and point-of-sale (POS) elements will be available for retailers to decorate their stores and encourage shoppers to purchase Heineken and other celebration related items.

Finally, targeted promotional media investment including national TV, digital, out-of-home and radio will peak consumer interest and drive traffic to retail stores.

"We have all the elements and support in place this holiday season to enhance consumers' celebrations and increase sales of higher-margin Heineken Lager for our retail partners," Pamukoff said.

Heineken USA, White Plains, N.Y., is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale, Strongbow cider and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.