Heineken consumers are more aware of football than average Americans

Heineken consumers are more aware of football than average Americans

Heineken is banking on a growing awareness of football among its US consumers to help drive retail sales through a new online app.

The Dutch brewer said yesterday (5 March) that its UEFA Champions League marketing campaign will direct traffic to the app, which locates the nearest brand Heineken outlet. The mobile app can also be accessed online and through Heineken's Facebook page, the company said.

Heineken, a long-time sponsor of the Champions League in Europe, launched the campaign in the US at the start of the month, targeting the increasing number of Americans watching soccer. The brewer said the game is now second in popularity to American football, with Heineken drinkers 30% more likely to have watched the sport than the national average.

“Our goal is to leverage the successful relationship that UEFA Champions League and Heineken have built worldwide,” Heineken said.

In 2011, Heineken signed a new deal with UEFA to sponsor the Champions League until 2015.

Expert analysis

Global Beer Tax Tables, 2012

Global Beer Tax Tables, 2012

This report covers 58 markets and comprises a series of tables covering taxation base, historical excise rates, legal controls and a calculation of the total taxation burden on beer....read more