Heineken Setting Sail on 'Summer Voyage'

Promotion to run from May to September

Published in CSP Daily News

WHITE PLAINS, N.Y. -- Heineken USA Inc. has unveiled the details of Begin Your Voyage, the brand's summer retail and on-premise program offering "jet set"-minded consumers the chance to win Heineken festival and event experiences offered worldwide. Running May through September, Summer Voyage provides adult consumers the opportunity to elevate their summer experiences, and retailers and on-premise operators the tools they need to drive summer sales of Heineken and Heineken Light.

"Summer is the No. 1 beer selling season, and Heineken is invested in a number of entertaining, one-of-a-kind experiences, including music festivals, film screenings and sporting events," said Andrew Freeman, trade marketing manager for Heineken USA. "We understand our consumer's passion to learn about foreign cultures, navigate the world and share in global experiences, and Heineken's Summer Voyage program provides an extraordinary opportunity to attend some of the most celebrated events on the planet."

To kick off Heineken's Summer Voyage program, TV advertising will reveal how consumer's can participate in the program while encouraging them to choose Heineken and Heineken Light as their summer beer of choice. Custom-designed displays, engaging point of sale and sampling events (where legal) will be available to help drive awareness and engage consumers across all channels while providing details on how to text in for the chance to win exclusive experiences including Ultra Music Festival, Outside Lands, TriBeCa Film Festival and the U.S. Open, among other exciting international experiences.

Summer also plays host to a variety of gatherings closer to home including barbeques and outdoor entertaining. At convenience store and grocery channels, cross-merchandising offers will provide shoppers with savings throughout the store and the chance to win Summer Voyage prizes throughout the program period. Instant rebate (IRC) and mail-in rebate (MIR) (where legal) will be available on the purchase of Heineken and Heineken Light and select items including meat, seafood, spices and marinades at grocery and hot and freshly prepared foods, ice and nonalcoholic beverages in c-stores, compelling consumers to pick up Heineken and last-minute items for their gatherings.

Program materials will also be available in Spanish to engage Heineken's multicultural consumers throughout the summer.

White Plains, N.Y.-based Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico.