Heineken Kicks Off Summer Selling Season

Heineken and Heineken Light unveil a summer retail program that invites consumers to elevate their traditional summer entertaining by hosting a Heineken “Blok” Party. The program will run June through August in retail outlets throughout the country.


“The Heineken Blok Party program is true to our brand objective of delivering great beer and great experiences,” said Breege Murphy, channel manager for Heineken USA. “It 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.”


Beginning in June consumers can enter to win through text or online, one of two grand prizes, a Heineken “Blok” Party, that includes live entertainment, top-notch catering, and interactive leisure sports giving them the ultimate “Blok” Party experience to be held in his/her neighborhood (pending special constraints and ability to procure permits) on or near Labor Day.


In addition, 12 secondary prizes will be awarded, these include 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:


* C-Store Channel. Cross merchandising offers for on-the-go c-store shoppers provide them with the essentials to enjoy those hot summer days.


* Liquor Channel. Mass displays with unique display enhancers create an impressive in-store destination, and inspires consumers to stock up for summer entertaining at home.


* Grocery Channel Tactics. Cross merchandising offers on party essentials and unique party tips for creating the ultimate “Blok” Party experience are available to encourage consumers to elevate the moment with Heineken.


“The Heineken “Blok” Party program is the perfect way to kick-off a great season of at-home summer entertaining,” added Murphy. “Blok” Party has all of the elements and more to elevate the moment for our consumers and help our trade partners increase their summer Heineken and Heineken Light sales.”


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