Heineken USA, White Plains, N.Y., hosted its 2017 National Distributor Conference in Dallas, Texas, last month. With the theme “Profit From a World of Experience,” the conference focused on the company’s plans moving into 2018, including its corporate social responsibility initiatives, new marketing strategies, the future of Five Points Trading Co., as well as strategies for its Mexican beer portfolio, Strongbow and the hard cider category.
The company announced a continued focus on brand stories with a consistent and simple message across the franchise: “It’s all about the beer.” The company also discussed new occasion-based marketing, focusing on me time, food first, just hanging out, and parties and celebration occasions.
The new year will bring the company’s biggest media investment ever, as it showcases Heineken Lager and Heineken Light together on-premise through a variety of programs. It also will accelerate distribution and execution of the COOLERPACK, which launched at the beginning of the summer.
Dos Equis’ Most Interesting Man campaign will further evolve. The brand will partner with fellow College Football Playoff partners to build an ultimate in-store partnership for the football season, the company says.
Tecate will bring its We Are Bold campaign to life with its Food First activation, with brotherhood, grilling and social food occasions at the center of all the brand’s activities in 2018. The brand will continue to maximize its boxing platform by sponsoring mega-fights and also announced that it is launching national distribution of its 24-ounce single-serve cans and 12-packs.
Strongbow is set to launch new wine-inspired flavor innovations in 2018, the company says. With the launch of the new flavors, the brand also will increase its sampling to 7 million 5-ounce trial can packs, it says. BI