Heineken Global Duty Free, in partnership with Viking Line, has introduced a new beer category concept onboard Viking Line’s M/V Cinderella.
The new concept showcases a diverse range of premium beers and ciders in an engaging and entertaining in-store experience.
The new presentation, which launched in mid-January, allows shoppers to discover the key elements of the range of beers and ciders on offer. Shoppers can learn about the Heineken family history and the unique contribution of Heineken A-Yeast which was first created in 1886.
Using an interactive device, neatly integrated into the display shelf, customers can discover more about the craft beer portfolio on-display. The screen invites shoppers to pick up a bottle from the display to trigger the brand-specific video, revealing the background story and tasting notes for each brand. Heineken brands featured include Lagunitas, Monteith’s and Newcastle Brown Ale.
Heineken Global Duty Free Sales Manager Koos Vrijlandt said: “Our research shows that shoppers are increasingly interested in the history and heritage of our brands and they are intrigued to discover beers from across the world. This interactive tool helps them to do just that.
“We have a powerful, innovative platform here on the Cinderella with a great portfolio, plus an in-store experience that engages, entertains and educates shoppers on the category. We are excited to share a vision with Viking Line that the future growth and performance potential of the beer category will be driven by shopper engagement experiences like this.”
