Heineken USA, the top-selling European import beer in the U.S., announced the details of its legendary Voyage retail program that will hit retail outlets beginning August 1 and run through September 30. Set to coincide with the kick off of the fall sports season, Voyage entices adult consumers, 21 and older, to take their at-home party occasions to a new level while inviting them to participate with Heineken for the chance to win the away game of a lifetime–a trip to one of the world’s most upscale and progressive sporting events including a soccer match in Italy, a rugby match in Europe and an American Football game in London.
“August through September, including Labor Day, represents one of Heineken’s top selling periods throughout the year,” said Colin Westcott-Pitt, vice president of marketing for Heineken USA. “Labor Day, the official kick-off of the fall sports-viewing season, marks one of the year’s biggest celebration weekends and therefore, a critical selling period for our retail partners. Heineken generates a 41% display lift during the football season–59% of Heineken ‘Men of the World’ consumers watch, listen to or attend football games – making Heineken the best brand to promote during this time period. The Heineken Voyage Program offers a range of element to engage adult sports enthusiasts on an ongoing basis throughout the promotion period while offering them a chance to win the trip of a lifetime.”
At retail, custom designed “Legendary Travelers Wanted” promotional messaging will appear on all 6, 12, 18 & 24-packs inviting consumers to Text to download the Heineken Star Bottle App for a chance to “Win the Away Game of a Lifetime” along with other daily Heineken travel gear awards and retailer cash cards (where legal). In addition, promotional media support will drive traffic to retail stores where high visibility scalable mass displays and POS materials along with compelling IRC (instant redeemable coupons) and MIR (mail in rebate) offers (where legal) will help increase lift of Heineken, Heineken Light and other party-related items, driving higher retail basket rings.
“Heineken’s Men of the World consumers are not only big sports fans, they are attracted and inspired by international travel opportunities,” Westcott-Pitt said. “Our Voyage program provides these discerning consumers with the best of both – the tools to raise their Heineken inspired at home football viewing experiences and the chance to win a dream voyage to an exclusive global sporting event.”