WHITE PLAINS, N.Y. -- Heineken USA is announcing the details of this year's holiday retail and on-premise program. Scheduled to hit outlets beginning November 1, the fully integrated program with the thru-the-line tagline "Share the Heineken. Spark Your Holidays" includes a multi-million-dollar media investment, holiday-themed display and point-of-sale (POS) materials and cross-merchandising offers including a partnership with Korbel California Champagne designed to inspire consumers to make Heineken their beer of choice when celebrating throughout the holiday season.
"The holidays are the time when consumers reconnect with friends and family in meaningful ways," said Jonathan Simpson, director of commercial marketing for Heineken USA. "This season, Heineken is celebrating one of the greatest moments of connection--when a cold beer is shared with those who matter the most. As a premium, imported lager, Heineken is the perfect beer for these special occasions. Through this year's program elements, Heineken is encouraging consumers to choose Heineken and Heineken Light while offering retailers the selling tools they need to drive traffic and increase sales and profits of Heineken and Heineken Light."
Partnerships with Ziplist and Evite, will capture and empower shoppers pre-shopping trip with tools to help them relieve holiday stress and organize their gatherings, while also encouraging them to add Heineken to their holiday shopping lists.
Targeted media including national TV, digital and social media will keep Heineken top of mind, engage consumers and drive traffic to retail outlets.
At retail, a range of custom-designed display and POS materials will remind consumers to choose Heineken for their holiday gatherings and celebrations. Channel-specific, bilingual cross-merchandising instant-redeemable coupon (IRC) and mail-in-rebate (MIR) offers, where legal, will be available on items including fresh or frozen turkey, gift cards and Korbel, a leading premium sparkling wine.
Simpson said that 2014 marks the third year of the company's partnership with Korbel.
On-premise, targeted media and Evite will drive consumers to participating accounts where program-specific POS elements will encourage patrons to purchase Heineken.
White Plains, New York-based Heineken USA Inc., a subsidiary of Heineken International BV, imports Heineken, Heineken Light, Desperados, Amstel Light and Newcastle Brown Ale beers and Strongbow Hard Apple Ciders. It also imports the Dos Equis, Tecate, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.
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