Beverage Industry

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.”