Heineken
GETTING CRAFTY IN DUTY
Going into 2014, Heineken is looking for unique concepts—such as their “Beers of the World” displays—that will strengthen their brand throughout South America.
FREE H Heineken has big things planned for 2014, including the release of a new craft beer and a continued emphasis in global duty free on the popular Heineken brand
The introduction of Radler (beer and lemonade mix) variants of brands such as Amstel (pictured) and Fosters will be a concentration for Heineken in 2014
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AMERICAS DUTY FREE & TRAVEL RETAILING MARCH 2014
eineken’s reputation as one of the largest and most reliable brewers in the world has been hard-earned, and the company has no interest in resting on its laurels as it goes into 2014. Officially in 193 countries, Heineken has become a global brand that continues to grow and expand with each passing year. The company’s reach is now far beyond that of local pubs or liquor stores, with the Heineken brand now a prominent player across a myriad of markets. Explains Sean McNaughten, Manager, Global Duty Free and Travel Retail, “we’ve got five main channels that we’re focusing on; that is, airlines, cruise lines, ferries and military. And our latest focus, which is border retail.” With the recent craft beer craze showing no signs of fading, Heineken is looking to expand their reach in this niche market. To that end, the company will be introducing a New Zealand brand that’s been in existence for almost 150 years. “It’s called Monteith’s and it was started in 1868,” explains McNaughten, “so it’s actually a craft beer with true heritage.” Monteith’s carries almost two dozen different varieties and Heineken has an eye toward launching six in duty free stores, with, says McNaughten, “a view of maybe in the future bringing in seasonal beers and offering more choice.” Heineken is also excited about the possibilities afforded by the Radler style of beer, with this unique product, which is a mixture of beer and lemon juice, growing in popularity significantly over the last few years. Radler has already been met with tremendous success in Europe and Africa, and Heineken is, says McNaughten, “developing it as a beer style and taking it to the Americas.” The company will accomplish this by
using local brands to launch the drink, with Heineken subsidiary Sagres being used to introduce Radler to the Portuguese market, for example. Going into 2014, Heineken is looking for unique concepts that will strengthen their brand throughout South America. One such innovation is the company’s “Beers of the World” displays that have already been installed in five Uruguay-based duty free shops. The fixtures, which provide vendors with colorful options for displaying Heineken’s various products and brands, have been such a hit that another three are scheduled to be unveiled in the coming months. Heineken’s top priority for the new year is South America’s cruise ship market, because, explains McNaughten, “we know how many new ships are going to be launched” and “we know how much opportunity there will be.” The company is, as such, actively exploring new ways to get their products to vacationing consumers—with the introduction of Radler (beer and lemonade mix) variants of brands, including Amstel and Fosters, plus the emergence of various craft beers playing a key role in Heineken’s 2014 strategy. Heineken’s growth in the 21st century looks to continue in the months and years ahead, and McNaughten says that the company is especially enthusiastic about an “exciting new secondary packaging that really jumps out at you on the shelf.” McNaughten concluded by telling us that he believes Heineken has a leg up over “competitor brewers who don’t have a single brand that they can really put all their effort behind. They have to pick and choose and go by region. “We’re single-minded about Heineken globally,” he says.