Heineken Program Aims to 'Spark' Consumers' Holidays

Heineken USA has unveiled this year's holiday retail and on-premise program, set to launch Nov. 1.

Supported by the tagline, "Share the Heineken. Spark Your Holidays," the program features holiday-themed display and POS materials, as well as cross-merchandising offers on fresh or frozen turkeys, gift cards, and Korbel California Champagne.

"Through this year’s program elements, Heineken is encouraging consumers to choose Heineken and Heineken Light while offering retailers the selling tools they need to drive traffic and increase sales and profits of Heineken and Heineken Light," said Jonathan Simpson, director of commercial marketing for the White Plains, N.Y.-based beer importer.

As part of the program, Heineken has also partnered with Ziplist and Evite in an effort to help consumers plan their holiday gatherings pre-shopping trip.

“The holidays are a time for people to show they care, and they want confidence that they are making the right decisions," Simpson added. "As a premium imported beer, Heineken & Heineken Light provide the confidence needed in the purchase decision.”