The future looks

IT’S SHAPING UP TO BE A BUSY YEAR AT HEINEKEN IRELAND. MARKETING DIRECTOR

WOJCIECH BOGUSZ CHATS ABOUT SOME OF THE INITIATIVES THE BRAND HAS PLANNED FOR THE REST OF 2023

WHAT IS HEINEKEN DOING TO SUPPORT ITS SPONSORSHIP OF THE CHAMPIONS CUP?

The Heineken® Champions Cup is a hugely important sponsorship for us. It’s one we have built up over nearly 30 years and we are synonymous with as a brand. This year is a special one for us, as the 20th May will be the first time in 10 years that we have a final in Dublin. It promises to be a truly special occasion. With the European Challenge Cup also on in the Aviva on the 19th May, the influx of rugby fans into the city will be significant, really boosting the hospitality sector in Dublin as we head into the summer.

HOW WILL THE HEINEKEN CHAMPIONS CUP BE CELEBRATED IN THE TRADE?

We’ve always celebrated the social side of rugby and the Irish pub has been an integral part of many classic Heineken® Champions Cup moments over the years. This year the real focus is on driving our visibility and association around the competition, especially with impactful match day set-ups. In addition, activation is key for driving footfall and getting pints in hands. We are also offering consumers the opportunity to win a special VW ‘Fan Wagon’, so keep an eye out for it in your local over the coming weeks!

So Tell Us More About The Latest Heineken Rugby Campaign

Our rugby campaign is all about enjoying some friendly rivalry with friends on match day. It’s not just for sports fans, we wanted everyone in Ireland to feel included in the craic surrounding the Heineken Champions Cup this year, whether they can make it to the big games or not.

As well as all the advertising you would expect across TV, Radio and digital, we’ve also added some really innovative elements to our campaign. Part of this was our ‘Rival Billboard” special outdoor ads which featured genuine audio recorded by rugby supporters, directed at rival fans. These special outdoor sites not only ran in Ireland but also in South Africa ahead of the recent Munster and Sharks game in Durban.

HEINEKEN'S SUPPORT FOR PUBS IS CLEAR TO SEE, BUT HOW DID YOU SUPPORT PUBLICANS DURING COVID?

During the lockdowns we listened to our customers to pinpoint exactly where help was needed and to show up in the most supportive way we could. The HEINEKEN Ireland ‘Fresh Beginnings’ €10 million stimulus programme is the largest in the brewer's 165-year history. It aimed to recognise the passion of people right across the sector that powered the much-anticipated hospitality re-opening. It supported a safe re-opening and fast recovery for pubs and bars through a range of bespoke measures and builds on the significant support HEINEKEN has provided to its 7,000 hospitality customers since the start of the pandemic last year, totalling €19 million.

WHAT HAS HEINEKEN GOT PLANNED AROUND IT’S 150TH BIRTHDAY CELEBRA TIONS?

We are delighted this year to celebrate the 150th anniversary of the Heineken® brand.

To reward our trade customers for their ongoing support, we are offering our customers a chance to win incredible prizes through our customer incentive ‘Heineken Star Season’.

Heineken Star Season celebrates the Heineken brand’s extensive sponsorship partnerships. The prizes range from UEFA Champions League Men’s and Women’s final experiences, Grand Prix VIP experiences at the Austin Texas Grand Prix, VIP weekend tickets to Electric Picnic and of course corporate box hospitality at the Heineken Champions Cup Final.

LOTS GOING ON BETWEEN RUGBY AND 150 CELEBRATIONS. ANYTHING ELSE EXCITING COMING UP FOR HEINEKEN?

Well with more Irish consumers moderating their drinking choices, we are so excited to now offer a new draught solution for Heineken® 0.0 to complement our existing draught on the counter-top Blade system. Heineken® 0.0 draught can now sit front and centre, alongside other beer taps, which is crucial to normalising and accelerating the choice of zero alcohol options. This launch gives publicans another solution to suit their outlet and makes ordering a pint of Heineken® 0.0 an even more credible and obvious choice for their customers. Our sales reps are currently working closely with their customers to provide the right Heineken® 0.0 solution for their pub or bar and we aim to see many more Heineken® 0.0 taps across the country soon.