Beverage Industry

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

Beer brand releases holiday packaging as part of promotion

September 25, 2013

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.