Heineken presented an enhanced brand portfolio and details of its Formula 1 global marketing plan to customers at the recent TFWA World Exhibition.
Heineken aimed to showcase innovation across its global portfolio, with a growing emphasis on Strongbow Apple ciders and Red Stripe beer. These products complement the core Heineken duty free portfolio which includes Heineken, Dos Equis, Newcastle Brown Ale and Tiger beer.
Heineken Global Duty Free Account Manager Koos Vrijlandt commented: “The Heineken portfolio is solidly built on brands that express engaging, authentic stories and Red Stripe clearly has a powerful story to share in travel retail.
“The Red Stripe story began almost 90 years ago in Jamaica and Heineken has already begun plans for the repatriation of production to the Kingston brewery by the end of this year, doubling its capacity, and reflecting our emphasis on authenticity and traditions that translate to exceptional taste.”
At TFWE, Heineken also presented its newly formed partnership with Formula 1. From 2017, Heineken will be the F1 Event Title Partner of three Formula 1 Grands Prix and will have a significant presence at several F1 events.
Central to the F1 partnership is a ‘responsibility’ message: ‘If You Drive, Never Drink’. Heineken said that the Formula 1 global platform will provide the brand with even greater opportunities, globally and locally, to drive positive change.
The Heineken Global Duty Free team are already developing ideas for an innovative range of duty free activities for 2017 that will be further enhanced to exploit the new partnership with F1, building further on a series of creative campaigns.
The brand also highlighted its latest innovation Heineken BrewLock, which is claimed to be 25% lighter than regular draught systems and 100% disposable. Brewlock won ‘Drinks Innovation of the Year’ and ‘Supreme Champion’ at the Drinks International Travel Retail Awards 2016, presented during TFWA.
A newly expanded portfolio of Heineken brands is now available on over 90 cruise ships and ferries across the globe.
Koos Vrijlandt said: “BrewLock is a powerful innovation that demonstrates the ability of Heineken to innovate exciting new solutions that not only deliver a stronger consumer experience but also create significant operational and logistical advantages for our customers, especially among the world’s leading cruise and ferry lines.
“This expansion of the BrewLock portfolio not only creates exciting new options and advantages for our customers but also further expands consumer choice and gives them the perfect serve, thus enhancing the onboard experience. BrewLock was initially launched with cruise sector customers, provoking a hugely positive reaction, and is now operational on almost 100 cruise ships and ferries across the globe.”
