The Tasting Panel magazine

November 2014

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Page 93 of 136

november 2014  /  the tasting panel  /  93 I n 1886, Dr. Elion, an Amsterdam stu- dent under Dr. Louis Pasteur, discov- ered the famous Heineken A-yeast, a unique yeast strain used exclusively to produce Heineken's premium lager for the last 150 years. At the close of Prohibition in 1933, Heineken was the first beer from Europe to touch down on American soil, creating a lasting impression with U.S. consumers on what a quality Dutch beer could be. Combining only fresh water, barley and hops, Heineken is a natural choice, linking traditional brewing technique with the latest in production quality and standards. Somehow, it's already that time of year again . . . a bustling, sometimes stressful and chaotic season of family gatherings, parties and shopping. Throughout the holiday season, consumers have a desire to slow down, focus on friends and family and place a high value on tradition. "This season, Heineken is celebrating one of the greatest moments of connection— when a cold beer is shared with those who matter the most," notes Jonathan Simpson, Director of Commercial Marketing, HEINEKEN USA. This year's Share the Heineken. Spark Your Holidays is a multi-million-dollar media investment with holiday-themed display and POS materials, compel- ling cross-merchandising offers and a partnership with Korbel California Champagne, the number-one-selling sparkling wine in the United States. The Heineken Holiday program is designed to fill needs of both retail- ers and shoppers, whether they are perusing as party guest or host. For the retailer, Heineken Holiday provides the tools needed to maximize upscale beer category volume throughout November and December—a crucial time period in which the upscale beer segment is the only category to con- tinue growing in all channels, offering retailers a unique opportunity to drive their sales and profits. For the shopper, the holidays are a time to show they care. A premium imported lager such as Heineken or Heineken Light instills a sense of confidence that shoppers want in their purchase decision. Worried you might forget the turkey? Pre-shopping elements, including Ziplist mobile shopping lists, will increase program awareness and drive traffic to retail outlets. An Evite partnership, along with targeted media investment in TV, OOH (out-of-home) and digital, social platforms, like Twitter and Facebook, will inspire shoppers to choose Heineken as they plan their holiday gatherings. Simpson concludes, "The holidays are a time for people to show they care, and they want confidence that they are making the right decisions." Kicking off Share the Heineken. Spark Your Holidays, Heineken and Heineken Light will be available nationally, sporting their festive best, ready to be your beer of choice when celebrating throughout the holiday season. Cheers!

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