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    Heineken Gives Consumers Chance to Win ‘Ultimate Viewing Party’

    Retail program offers shot to watch Big Game in Vegas

    Heineken, the top European import beer in the United States, is tackling football fandom with a retail program offering adult consumers the opportunity to win the brand’s “Ultimate Viewing Party” experience in Las Vegas. The event provides retailers with a way to drive shopper mindsets -- and purchases -- to Heineken and Heineken Light for one of the most important occasions of the sports-watching year.

    Heineken’s first retail program of the year directly targets men of the world – those who enjoy socializing, watching sports, and sharing those experiences with their friends in person and online via social media. Consumers can get ready for some football through a Facebook picture contest (where legal) that spurs sports fans to buy Heineken at grocery, c-store and liquor retailers for a shot at heading Vegas to watch the Big Game.

    “Football is a key occasion for at-home entertaining, and beer is an integral part of the celebration,” noted Andrew Freeman, trade marketing manager at White Plains, N.Y.-based Heineken USA “Our Heineken Ultimate Viewing Party program has been developed to help retailers dress up the store, encourage cross-merchandising and drive impulse purchases of Import beer that delivers a higher profit margin. It also provides our Man of the World consumer with an exceptional drinking experience to share within their own peer networks.”

    The retail program encompasses multi-format display pieces and enhancers, football-themed POS, and instant and mail-in cross-merchandising offers (where legal) on party snacks.
     

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