This year, HEINEKEN USA, a leading importer of upscale beer brands, is bringing its game face with the Bring Your Sunday Best portfolio retail program featuring Heineken, Dos Equis, Newcastle Brown Ale, Strongbow Cider and Tecate.
Bring Your Sunday Best is designed to help big game party hosts everywhere by providing consumers (21 and older) with hosting tips and party relevant offers from the fan favorite brands of HEINEKEN USA.
To kick it off, HEINEKEN USA has enlisted All-Pro wide receiver and celebrity spokesperson Keyshawn Johnson to enhance the retail shopping experience.
Through HEINEKEN USA’s new Portfolio Playbook mobile site, Keyshawn provides a series of entertaining tips that highlight his expertise and personality. The user-friendly digital site also includes great recipes, special offers and planning tools to get high margin items on the shopping list for retailers and to make shoppers’ big game party planning fun and easy. In store, football themed mass display elements, POS and special cross-merchandising offers (where legal) with channel relevant brand partners including Stubb’s Legendary Bar-B-Q products (grocery), Wonderful Pistachios & Almonds (c-store & drug) and FIJI Water (liquor) will encourage shoppers to take their celebration to the next level with the purchase of these items and Heineken, Dos Equis, Newcastle Brown Ale, Strongbow Cider and Tecate.
Football’s “big game: is one of American’s top beer and food consumption occasions. On average, big game party plans are made 41 days in advance—more than any other celebration—and Americans are spending more every year (household spend grew 8% in 2013), according to the International Journal of Sports Marketing Sponsorship.
“The fall football season is in full gear and fans everywhere are making plans for their playoff and championship celebrations,” said Merrybeth Lannan, director of trade development, HEINEKEN USA. “Big game party hosts everywhere are looking for solutions that take their guests experience to a new level. HEINEKEN USA’s portfolio includes three of the top 10 selling upscale beer brands during the weeks leading up to, and including, the big game. Our brands not only elevate the consumer’s experience, they also generate more retail traffic, repeat purchase and incremental profits for retailers. This year’s portfolio retail program is a win-win for everyone.”
HEINEKEN USA’s Bring Your Sunday Best retail program runs Jan. 2 through February and includes all the elements retailers need to win big this football season.