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    Heineken Throws Ultimate ‘Blok’ Party

    Heineken and Heineken Light's summer retail program, which is running from June through August, invites consumers to host a Heineken “Blok” Party.

    Heineken and Heineken Light's summer retail program, which is running from June through August, invites consumers to host a Heineken “Blok” Party.

    “The Heineken Blok Party program is true to our brand objective of delivering great beer and great experiences,” said Breege Murphy, channel manager at White Plains, N.Y.-based Heineken USA, “and 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.”

    Consumers can enter to win through text or online one of two grand prizes, a Heineken Blok Party, which includes live entertainment, top-notch catering, and interactive leisure sports, on or near Labor Day. Also, 12 secondary prizes, including outdoor entertainment systems, music systems, Beertenders and music downloads, will be awarded.

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

    Source: Convenience Store News

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