Issue link: http://digital.copcomm.com/i/10329
GADD’S SIXPACK Reinstituting the H eineken has the kind of brand awareness other beer labels would kill for. But, as THE TASTING PANEL recently discovered, the Heineken team is now spreading that clout portfolio-wide—and they’re doing it by turning on the tap. “Historically, we’ve been focused on getting the iconic green Heineken bottle into the hands of as many con- sumers as possible in the on-premise space,” says Tara Carraro, Senior Director of Corporate Communications at Heineken USA. “Now that we’ve become a true portfolio company with more than a dozen brands, we’re refocusing on all of our brands in the on-premise world and looking at a portfolio strategy in this channel. It’s no longer just about one brand.” Part of the company’s current plan, Carraro says, is to place “the right brand in the right market” by paying attention to each label’s geographic strengths and to “look at draught holistically.” The sales team is be- ing trained to understand that the company has not just a great portfolio of brands, but a great portfolio of draught brands. We spoke with two Heineken USA team members about the initiatives they have on tap. Dos Equis: Ritual and Beyond Paul Smailes, Brand Director of Dos Equis, the number-one Mexican draught The lime-wheel ritual and proper one-finger foam reflect the Mexican heritage of Dos Equis. beer in the U.S., notes that 60 percent of the brand’s on-premise business is draught. “To further emphasize our Mexican heritage,” Smailes says, “we’ll also be showcasing the lime-wheel ritual.” The ritual—a key success factor in core Dos Equis markets—in- volves drawing the beer at 45 degrees into spotless hand-blown Mexican glassware, assuring the brand’s req- uisite one-finger foam and garnishing Draught HEINEKEN USA REFOCUSES ON-PREMISE WITH NEWCASTLE AND DOS EQUIS ON TAP by David Gadd the finished pour with a fresh wheel of lime. In the coming months, Dos Equis will roll out new brand visibility items, including updated tap handles, as well as creative consumer-engagement programs like the Cinco de Mayo “Lost Art of Celebrating Cinco’ sampling program featuring an Aztec goddess, drummers and tribal dancers. In October, “The Most Interesting Show in the World,” a burlesque-style Dos Equis variety show, will tour larger on-premise venues in 20 markets leading up to Halloween. Newcastle: Legend and Locale “Probably the best way you can experience Newcastle Brown Ale is on tap in an establishment that understands and values draught,” avers Brand Director Colin Westcott Pitt. “Were focusing on making sure the consumer gets the best possible experience.” One way is through the new Newcastle Geordie Schooner, an authentic pub glass named for the residents of Newcastle (nicknamed “Geordies”) and which offers on-premise accounts a new way to engage customers. Another initiative for Newcastle, already the country’s number-one craft import, is the “Legend of the Dog.” Westcott Pitt explains that the brand is often referred to as “the dog” in Newcastle, where locals would claim to be walking Fido while actually heading for the pub; here in the States, consumer experience of “the dog” will be tailored to each market as local teams come up with their own ideas about how to make the legend come alive. “When the consumer comes into the bar and the barkeep can talk about the story,” says Westcott Pitt, “it improves the whole experience.” The newly-introduced Geordie Schooner showcases the pride of Newcastle. may 2010 / the tasting panel / 73