In addition, the company will offer 12 [image-nocss] secondary prizes, including outdoor entertainment systems, music systems, Beertenders as well as music downloads.
Each off-premise channel of trade will also have specific offers to engage shoppers:
Liquor Channel: Mass displays with display enhancers create an in-store destination and inspire consumers to stock up for summer entertaining at home.
Grocery Channel: Cross merchandising offers on party essentials and party tips for creating a "Blok" Party experience are available to encourage consumers to buy Heineken.
C-Store Channel: Cross merchandising offers for on-the-go convenience store shoppers.
Breege Murphy, channel manager for Heineken USA Inc., said, "The Heineken 'Blok' Party program...offers our retail partners a unique new way to generate excitement among consumers through engaging displays and in-store merchandising materials that will help drive purchase of Heineken and Heineken Light. Through a wide range of elements including a consumer sweepstakes for the ultimate 'Blok' Party and cross merchandising offers, the program inspires consumers to make the most of every celebration by choosing the ultimate imported beer brand--Heineken."
White Plains, N.Y.-based Heineken USA is a subsidiary of Heineken International BV. Brands imported into the U.S. include Heineken Lager; Heineken Premium Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; 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 FEMSA Cerveza of Mexico.
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