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Heineken USA has unveiled this year’s “Celebrate Together” holiday program, scheduled to hit retail outlets beginning Nov. 1.
The program will feature celebratory limited-edition bottle labels and promotional packaging on Heineken Lager 12-packs, designed to enhance consumers’ holiday experience and drive repeat visits to retail outlets throughout November and December.
Each of four different bottle designs celebrates Heineken milestones, including the brand’s beginnings, its global presence and its ongoing commitment to innovation. Each holiday-themed 12-pack also features an in-pack code that earns consumers the chance to win a $50 holiday reward gift card.
“Upscale beer drives category growth during the holiday period,” said Belen Pamukoff, Heineken brand director. “In fact, this period includes two of the three biggest volume weeks for upscale beer, representing more than $350MM in revenue.”
In addition to Heineken’s promotional packaging, channel-relevant cross-merchandising instant redeemable coupon and mail-in rebate offers will be available on items including ham, turkey, gift cards and Korbel sparkling wine. “During the holiday period, Heineken drinkers are more likely than mainstream beer consumers to purchase Korbel,” added Pamukoff. “Heineken and Korbel co-displayed are the perfect ‘Celebrate Together’ program partners.”
Custom-designed display pieces and POS elements also will be available for retailers to decorate their stores and encourage shoppers to purchase Heineken and other celebration-related items. Finally, targeted promotional media investment including national TV, digital, out-of-home and radio will aim to peak consumer interest and drive traffic to retail stores.
Pamukoff concluded, “We have all the elements and support in place this holiday season to enhance consumers' celebrations and increase sales of higher margin Heineken Lager for our retail partners.”
Heineken USA, a subsidiary of Heineken International BV, imports a variety of European brands into the U.S., including Heineken Lager, Heineken Light and Amstel Light.