Heineken 'Voyage' Program Set to Coincide With Fall Sports Season

"Legendary Travelers Wanted" promotion will award trips, gear, more

Published in CSP Daily News

WHITE PLAINS, N.Y. -- Heineken USA Inc. has announced the details of its Voyage retail program. Hitting retail outlets beginning Aug. 1 and running through Sept. 30, it is set to coincide with the kickoff of the fall sports season.

Voyage encourages adult consumers to take their at-home party occasions to a new level while inviting them to participate with Heineken for the chance to win the away game of a lifetime--a trip to one of the world's most upscale and progressive sporting events including a soccer match in Italy, a rugby match in Europe and an American football game in London.

"August through September, including Labor Day, represents one of Heineken's top-selling periods throughout the year. Labor Day, the official kickoff of the fall sports-viewing season, marks one of the year's biggest celebration weekends and, therefore, a critical selling period for our retail partners," said Colin Westcott-Pitt, vice president of marketing for Heineken USA.

"Heineken generates a 41% display lift during the football season," he added. "Heineken ... consumers watch, listen to or attend football games, making Heineken the best brand to promote during this time period. The Heineken Voyage Program offers a range of element to engage adult sports enthusiasts on an ongoing basis throughout the promotion period while offering them a chance to win the trip of a lifetime."

At retail, custom-designed "Legendary Travelers Wanted" promotional messaging will appear on all six-, 12-, 18- and 24-packs inviting consumers to text to download the Heineken Star Bottle App for a chance to "Win the Away Game of a Lifetime" along with other daily Heineken travel gear awards and retailer cash cards, where legal. In addition, promotional media support will drive traffic to retail stores where high visibility scalable mass displays and POS materials along with compelling instant redeemable coupons (IRC) and mail-in-rebate (MIR) offers, where legal, will help increase lift of Heineken, Heineken Light and other party-related items, driving higher retail basket rings.

Westcott-Pitt concluded, "Heineken's ... consumers are not only big sports fans, they are attracted and inspired by international travel opportunities. Our Voyage program provides these discerning consumers with the best of both--the tools to raise their Heineken-inspired at-home football viewing experiences and the chance to win a dream voyage to an exclusive global sporting event."

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.