Beverage News / Beer

Heineken’s holiday program invites consumers to ‘Celebrate Together’

Beer brand releases holiday packaging as part of promotion

White Plains, N.Y.-based Heineken USA, a subsidiary of Heineken International BV, announced this year’s “Celebrate Together” holiday program scheduled to hit retail outlets beginning Nov. 1. At the center of the program, limited-edition bottle labels and promotional packaging on Heineken Lager 12-packs will be available to enhance the holiday experience and drive repeat visits to retail outlets throughout November and December, the company says.

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 consumers can use to enter to instantly win a $50 gift card.

“Upscale beer drives category growth during the holiday period,” said Belen Pamukoff, Heineken brand director, in a statement. “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 percent lift with feature and 44 percent 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 coupons and mail-in rebate offers will be available, where legal, on items including gift cards and Korbel wine.

“During the holiday period, Heineken drinkers are more likely than mainstream beer consumers to purchase Korbel,” Pamukoff added in a statement. “Heineken and Korbel co-displayed are the perfect ‘Celebrate Together’ program partners.”

Custom-designed display pieces and point-of-sale elements will be available for retailers to decorate their stores and encourage shoppers to purchase Heineken and other celebration-related items. Targeted promotional media investments including national TV, digital, out-of-home and radio advertisements will be in place to peak consumer interest and drive traffic to retail stores, the company says.

“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 concluded in a statement.
 

Did you enjoy this article? Click here to subscribe to Beverage Industry

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

How beer brands are using social media to connect with consumers

Social media has become a buzzword for not just American consumers but also the business environment. Companies are turning to various social media channels to create brand awareness or possibly boost retail sales. Beer brands also are turning to social media to make their stories heard. Brand Chorus, a division of New York-based TippingGardner, conducted a Beer StoryScore Index for Beverage Industry. StoryScore is a quantitative measure of a brand’s storytelling through social management based on creativity, strategy and personality.

Click here to view infographic in PDF format.

2/18/15 2:00 pm EST

A Healthy Future: Analyzing the latest health and wellness trends in the beverage market

The beverage marketplace continues to evolve to meet new trends and regulations. Our expert speakers will share with you their insight on what health and wellness topics will be paramount for the future success in the beverage industry.

Podcasts

Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI April 2015 cover

2015 April

The April 2015 issue of Beverage Industry includes a cover story about Zevia's natural sweetener profile as well as articles about CSDs, whiskey and more. Check it out today!

Table Of Contents Subscribe

CSD Category

What innovation or trend could reinvigorate the CSD category?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!