UK: Heineken gets set for London Olympics

By | 21 June 2012

Heineken UK has announced its first Olympic marketing tie-ins

Heineken UK has announced its first Olympic marketing tie-ins

Heineken has ramped up its London 2012 marketing tie-ins as part of its first Olympic sponsorship campaign.

The Amsterdam-based brewer is reported to have paid about US$15m for exclusive pouring rights at the Games. Now, with just over a month until the opening ceremonies, Heineken’s UK arm has announced its first promotional events.

The company is investing in about 150 London pubs this month to turn them into “Heineken beacons”. The pubs will receive Olympic-branded POS and glassware and staff training, with Heineken beer at the centre of the promotion.

A second on-trade promotion with JD Weatherspoon that will give Olympic tickets away in about 850 outlets across the UK sees Heineken extend Games marketing outside the capital.

"As far as pubs are concerned, the Olympics are a massive opportunity for licenced trade in the UK, but not just in London," a Heineken spokesperson told just-drinks.

"There are Olympic venues across the UK, and secondly in-bound tourist will come into London and find themselves further afield. The opportunity is not just within the bars in the stadiums, it's across the UK."

Heineken has also announced it will exclusive supply beer and cider at BT London Live, a series of celebrations at London landmarks Hyde Park, Victoria Park and Trafalgar Square.

An on-pack promotion will give consumers the chance to win VIP tickets to British Olympic Association celebrations on 10 September.

Heineken's sponsorship deal also extends to sponsorship of the British Olympics Association and 'Team GB', as well as the British Paralympic Association.

Heineken has a number of global sports partnerships, including sponsoring the UEFA Champions League. However, its deal with London 2012 only allows it to activate promotions in the UK, Pollard said.

Heineken also sponsers the European Football Championships 2012. Today an analyst said the partnership has been good for Heineken exposure

Sectors: Beer & cider, Marketing – advertising & promotions

Companies: Heineken

There are currently no comments on this article

Be the first to comment on this article

Related research

Heineken: the battle for Asia Pacific Breweries

Asia Pacific Breweries is Heineken’s joint venture in Singapore, with a variety of brands and consumer beverages that enjoy prominence in their local markets. The venture is crucial to the firm's growth strategy. This has been compromised following a...

Related articles

Review of the Year 2012 - Part I: Beer & Cider

With Christmas fast approaching, it's the time of year when just-drinks takes its annual look back at the past 12 months. Between now and the end of the year we'll assess how the soft drinks, spirits, wine and bottled water sectors have fared in 2012. Up first, however, is beer and cider. just-drinks' deputy editor, James Wilmore, takes us through the highs and lows for the long alcoholic beverage (LAB) category.

SINGAPORE: ThaiBev's TCC gives Fraser & Neave until 2 January over deal

ThaiBev-controlled

The just-drinks Interview - Isaac Sheps, CEO of Carlsberg's Baltika

Earlier this year, just-drinks' managing editor, Olly Wehring, travelled to Russia with Carlsberg to learn about the brewer's plans for its Baltika division in the country. The unit, which produces the namesake range of beers, is the clear market-leader, but has had to struggle of late as the legislative environment has grown more hostile to alcoholic drinks. Having assumed the leadership of Baltika late last year, Isaac Sheps talked to just-drinks about what he found when he made the move, what he's battling against today, and what he wants in the future.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page