Beverages
Summer Beverage Alcohol Report
What’s Brewing This Summer? Progressive Grocer discussed summer promotions with Dean Williams, senior director of commercial marketing — of premise for White Plains, N.Y.-based Heineken USA.
ing campaign. Ads in both Spanish and English will employ the brand’s black eagle symbol to appeal to bicultural consumers who identify equally with their Mexican w and American heritages. Tecate will also continue its long-standing partnership with boxing as the title sponsor of high-profle b fghts, including the Pacquio/Mayweather matchup this month.
PG: Why is summer a key selling season for Heineken USA? Williams: Summer represents a key volume
opportunity, as it features three of the top beer-selling holidays: Memorial Day, Independence Day and Labor Day. We aim to own these occasions and all of summer’s social gatherings with our promotional programming designed to not only infuence what consumers drink, but their entire beer experience as well. PG: What are Heineken USA’s grocery retail promotional plans for the summer? Williams: Heineken’s Cities Campaign, frst introduced in
2014, will be back this summer, expanding to nine cities. Heineken will roll out limited-edition packaging inspired by the global cities it represents. Te program will also include digital and social engagements, along with retail, on-premise and experiential activations. From May through August, Strongbow’s fully integrated 360-degree program invites shoppers to experience all Strongbow Hard Apple Cider favors at their “bestest” when served over ice. Te Hit Refresh on Summer program includes targeted national online video, strategic digital partnerships and social media engagements, plus retail and on-premise activation designed to drive purchase of Strongbow’s favors among LDA+ (legal drinking age) consumers. Dos Equis will unveil its summer Luna Rising promotion. Built around the theme “As the moon rises, so do the possibilities!” Luna Rising will tap into the popularity of Mexican beer and the Beers of Mexico Variety Pack with Roja during summer (Mexican brands outsell all other beer segments from June through August, according to Nielsen) by ofering LDA+ consumers more interesting and memorable summer experiences. Newcastle will encourage Americans to extend their July Fourth weekend by starting the celebration early with Newcastle Brown Ale, Scotch Ale and Viking Ale on Independence Eve. Te brand’s digital activation is designed to drive shoppers to retail, encourage purchase, and engage fans postpurchase with social media content and a Newcastle Independence Eve consumer sweepstakes. Tecate will debut its new Born Bold advertis-
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PG: What new or limited-edition products does the company plan ffor the season? Williams: We launched a Strongbow Variety Pack that
includes Strongbow favorites Gold Apple and Honey & Apple, along with new Strongbow Red Berries and Strongbow Ginger. Strongbow Red Berries is a blend of sweet, juicy mixed berries with crisp lemon notes and an apple fnish. Strongbow Ginger ofers fresh foral aromas, a hint of muscato notes, and a crisp, refreshing apple fnish. Te Newcastle brand launched two limited-release ales: Newcastle Scotch Ale and Newcastle Vikings Ale. Scotch Ale is the inaugural beer in a series of “collaboration editions” created with European breweries. Created in collaboration with sister Caledonian Brewery, Scotch Ale is a rich, full-favored Scottish ale with tofee notes. Vikings Ale is a custom-draught beer created in partnership with the History Channel to commemorate the third season of the scripted series “Vikings.” It’s an amber beer that owes its color to a full blend of roasted malts, which provides full-bodied favor, countered by a pleasant bitterness from aromatic German Hallertau Magnum hops. Dos Equis introduced its latest Beers of Mexico variety pack with limited-edition ofering Dos Equis Azul, a blend of golden wheat lager and blue agave. Dos Equis Azul joins Dos Equis Lager, Tecate and Sol in one convenient Fiesta Pack. Te brand will refresh the Variety Pack this summer, replacing Azul with Dos Equis Roja, a red lager crafted with Mexican malted barley and hops.
| Progressive Grocer | Ahead of What’s Next | May 2015
PG: Beyond grocery store aisles, how does Heineken USA plan to connect with consumers this summer? Williams: Heineken has a full schedule of activations dedicated to creating legendary experiences for consumers this summer. From sponsorship/ activation at popular music festivals, including Coachella and Ultra, to the inaugural year as Te Ofcial Beer of Major League Soccer, Heineken will create unique experiences for fans everywhere, driving participation and engagement in ways never done before in the United States.