WHITE PLAINS, N.Y. -- Heineken is stepping up gameday entertainment for football fans with a retail program that offers adult consumers the chance to win Heineken's Ultimate Viewing Party experience in Las Vegas. Heineken's Viewing Party provides retailers with an engaging program to drive shopper mindsets--and purchases--to Heineken and Heineken Light at the apex of the sports-watching year.
Heineken's first retail program of 2012 directly targets "men of the world"--adult consumers who enjoy socializing, watching sports and sharing those experiences with their friends in person and online through their social networks. Consumers can gear up for the football championship through a Facebook picture contest (where legal) that drives sports-minded fans to purchase Heineken at grocery, convenience store and liquor retailers for their chance to head to Las Vegas for the climax of the Football season.
"Football is a key occasion for at-home entertaining and beer is an integral part of the celebration," said Andrew Freeman, trade marketing manager for Heineken USA. "Our Heineken Ultimate Viewing Party program has been developed to help retailers dress up the store, encourage cross merchandising and drive impulse purchases of Import beer that delivers a higher profit margin. It also provides our Man of the World consumer with an exceptional drinking experience to share within their own peer networks."
Las Vegas is a premier destination for Heineken consumers--an estimated 26% of Heineken drinkers have visited casinos in the past year and they have a strong preference for leisure travel to the Nevada destination desert city.
Heineken's Viewing Party retail program includes multi-format display pieces and enhancers, football-themed point of sale (POS) as well as instant and mail-in cross merchandising offers (where legal) on gameday snacks and is geared to drive these consumers to retail stores to purchase Heineken or Heineken Light and enter for the chance to visit their favorite destination for Heineken's "big game bash."
Heineken USA Inc., White Plains, N.Y., is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico.
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