Beverage News

Heineken launches retail program for football parties

Former NFL wide receiver Keyshawn Johnson tapped to offer entertaining tips

November 13, 2013

Heineken Bring Your Sunday Best retail promotionHeineken USA, White Plains, N.Y., announced its new “Bring Your Sunday Best” retail program featuring its Heineken, Dos Equis, Newcastle Brown Ale, Strongbow Cider and Tecate brands.  Running from Jan. 2 throughout the football playoffs in February, the Bring Your Sunday Best program is designed to help football party hosts by providing consumers of legal drinking age with hosting tips and party-relevant beverage offers.

To kick it off, Heineken USA enlisted former NFL wide receiver and celebrity spokesperson Keyshawn Johnson to enhance the retail shopping experience. Through the company’s new Portfolio Playbook mobile site, Johnson will provide a series of entertaining tips that highlight his expertise and personality. The digital site also includes recipes, special offers and planning tools to get high-margin items on shopping lists for retailers and to make shoppers’ football party planning fun and easy. In store, football-themed mass display elements, point-of-sale, and special cross-merchandising offers (where legal) with channel-relevant brand partners, including Stubb’s Legendary Bar-B-Q products, Wonderful Pistachios & Almonds, and Fiji Water, will encourage shoppers to take their celebrations to the next level with the purchase of these items as well as Heineken, Dos Equis, Newcastle Brown Ale, Strongbow Cider and Tecate beverages.

Football is one of Americans’ top beer and food consumption occasions, according to Heineken USA. On average, party plans for the Super Bowl are made 41 days in advance — earlier than any other celebration — and Americans are spending more every year, it says. Household spending grew 8 percent in 2013, it adds.

“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, in a statement. “’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.”

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

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



Image Galleries

International Pineapple Day at Bahama Breeze

In celebration of International Pineapple Day on April 2, Bahama Breeze locations across the country invited the media and consumers to celebrate with cocktails that feature the tropical flavor of the pineapple. (Photos by Liz Parker and Jennifer Haderspeck)

10/10/13 2:00 pm EDT

Ditch the weighting agents: A cost effective solution for delivering flavors and actives

Available On Demand Learn how to reduce costs and energy use by enabling high oil load emulsions, eliminating the need for weighting agents like brominated vegetable oil (BVO).

Beverage Industry Magazine

BI April 2014 cover

2014 April

The April 2014 Beverage Industry includes a cover story on moonshine, as well as articles about CSD brands, whiskey, and more. Check it out today!

Table Of Contents Subscribe

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.   

Spirits Segments

Which spirits segment will perform the best in 2014?
View Results Poll Archive


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 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!


facebook40 twitter    youtubelinked