Heineken Introduces Holiday Promotion

Heineken is  unveiling the details of its ‘Spread Your Holiday Cheer’ retail program in  plenty of time for grocery, c-store and liquor retail partners to plan for  big 2011 holiday sales.

Heineken’s multi-channel ‘Spread Your Holiday Cheer’  program offers adult consumers convenience and value and provides the mobile  portal through which they can capture and share their special holiday moments with family and friends. The program, that runs October through December, includes channel specific offers and incentives (where legal) to  encourage consumers to enjoy Heineken and Heineken Light while increasing  retailer profitability during the year’s most critical selling  period.

“It is no secret that consumers spend more on entertaining during the holiday period and beer is an important part of shopper’s holiday baskets,” said Andrew Freeman, trade marketing manager, Heineken USA.  “With the explosion of mobile technology, shoppers are increasingly motivated to leverage their mobile devices to make their shopping experiences easier and more enjoyable while adding value to their purchase.  Our 2011 Holiday program has been built around mobile technology that provides shopping ease with the ability  to personalize and share holiday moments while encouraging them to enjoy the refreshing taste of Heineken and Heineken Light.”

Heineken’s  ‘Spread Your Holiday Cheer’ program plays into the values of the Heineken  consumer who wants to enjoy authentic experiences and share them with  friends and family. Through a proprietary mobile app, accessed by scanning  the JAGTAG code technology on Heineken’s Holiday POS, shoppers have  immediate access to images, recipes and e-card greetings they can share with  friends through social media outlets. In addition, shoppers can take advantage of high value cross merchandising offers on products that have a  strong cross purchase index with import beer including: fresh or hot food  items; ice; soft drinks; Stolichnaya Vodka (in participating outlets).   Grocery offers include a recipe from famed chef Spike with a call-to-action,  for shoppers to download the Heineken Holiday app, to find more great  recipes.

“Heineken Holiday  sales momentum starts in November and continues to build through the end of  the year resulting in as much as a 150% lift in cases on promotion during  the last week of December (according to Nielsen data for the eight weeks ending  Dec. 31, 2010),” added Freeman. “Our ‘Spread Your Holiday Cheer’ program provides retailers with the tools and flexibility to drive up their  higher margin Heineken sales and promote what is important in their store,  while reaching consumers with added value and convenience through technology  that is relevant to their lifestyle.  It’s a win for everyone.”   

For More Information From Heineken USA


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