Heineken Rolls Out 'Bring Your Sunday Best' Portfolio Retail Program

Super Bowl promotion features Heineken, Dos Equis, Newcastle, Strongbow, Tecate

Published in CSP Daily News

Heineken Bring Your Sunday Best

WHITE PLAINS, N.Y. -- This year, Heineken USA, a leading importer of upscale beer brands, is "bringing its game face" with the Bring Your Sunday Best portfolio retail program featuring Heineken, Dos Equis, Newcastle Brown Ale, Strongbow Cider and Tecate.

Bring Your Sunday Best is designed to help Super Bowl party hosts by providing adult consumers with hosting tips and party relevant offers from the fan favorite brands of Heineken USA.

Heineken USA has enlisted All-Pro wide receiver and celebrity spokesperson Keyshawn Johnson to enhance the retail shopping experience. Through Heineken USA's new Portfolio Playbook mobile site, Keyshawn provides a series of entertaining tips that highlight his expertise and personality. The user-friendly digital site also includes recipes, special offers and planning tools to get high-margin items on the shopping list for retailers and to make shoppers' party planning fun and easy.

In store, football-themed mass display elements, point of sake (POS) and special cross-merchandising offers (where legal) with channel-relevant brand partners including Stubb's Legendary Bar-B-Q products (grocery), Wonderful Pistachios & Almonds (convenience store and drug) and FIJI Water (liquor) will encourage shoppers to take their celebration to the next level with the purchase of these items and Heineken, Dos Equis, Newcastle Brown Ale, Strongbow Cider and Tecate.

"The fall football season is in full gear, and fans everywhere are making plans for their playoff and championship celebrations," said Merrybeth Lannan, director of trade development for Heineken USA. "Big-game party hosts everywhere are looking for solutions that take their guests experience to a new level. Heineken USA's portfolio includes three of the top-10-selling upscale beer brands during the weeks leading up to, and including, the big game. Our brands not only elevate the consumer's experience, they also generate more retail traffic, repeat purchase and incremental profits for retailers. This year's portfolio retail program is a win-win for everyone."

Heineken USA's Bring Your Sunday Best retail program runs Jan. 2, 2014, through February.

White Plains, N.Y.-based Heineken USA Inc. is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Strongbow Cider. Heineken USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.