This holiday season, Heineken, a brand of White Plains, N.Y.-based Heineken USA, is spreading cheer over holiday beers by offering consumers a chance to win a lifetime supply of Heineken beer. 

Beginning Oct. 1, the on- and off-premise Scan-to-Win consumer engagement promotion featured on point-of-sales (POS), encourages consumers to purchase a Heineken Original and register for their chance to win Heineken for life.  

“Our generous holiday promotion encourages consumers to purchase Heineken Original for their own holiday hosting, and continue hosting for a lifetime,” said TJ Keighley, Heineken brand director, in a statement. 

“Heineken 12-pack bottles grew 5.4%, and Heineken 5L Draught Keg grew 102.3% last holiday” Keighley said, citing Numerator Shopper Metric data and Nielsen data, respectively. “Retailers who support this promotion with displays and merchandising, should be confident they will engage shoppers, drive consideration, and increase sales and profits.”

The Heineken Holiday program offers on- and off-premise POS incorporated with a Scan-to-Win engagement to encourage shoppers to purchase Heineken Original, bottles, cans and 5-liter mini keg. With a QR code scan, consumers can register to win the grand prize of Heineken for life. The grand-prize winner will receive a lump sum cash payout of $62,400, which is equivalent to one 12-pack a week for 60 years.

Using a suite of execution tools for large and small store formats, Heineken and its retail partners will dominate the holiday with thematic display and festive POS highlighting the “Win Heineken for Life” opportunity. Compelling POS and merchandise include a Christmas Tree Display, large bow displays, large 5-liter keg case stackers, 5-liter keg wire racks, dress up bows, floor decals, shelf wobblers, holiday bottle koozies and tuck cards.