UK: Heineken looks to continent for ‘stylish’ UK campaign
Heineken is looking to introduce a "continental style of drinking'" in the UK.
The brewer announced late last week that a campaign focussing on European beer drinking habits will centre on Café Heineken, a 400-capacity continental bar launched at The Heineken Cup Final at Twickenham earlier this month. The café will tour the UK throughout the summer.
The café concept has been "developed to echo the café-culture style of Modern European cities", Heineken said, complete with paving stones, branded umbrellas and street lighting. The mobile cafe offers consumers the chance to enjoy beer from one of two Heineken bars, with table service and continental style food, whilst listening to a continental DJ playing a continental set.
"The experiential programme, forms a major part of our new marketing campaign which focuses on delivering better drinking experiences for consumers, through the introduction of a range of continental-style drinking initiatives," said Chris Duffy, customer marketing controller for Heineken UK.
"Through Café Heineken we've created an experience which shows drinkers how they can enjoy the continental-style of drinking in the UK."
The head of Scottish & Newcastle is to visit Copenhagen, the home of Carlsberg, tomorrow (23 November) to re-outline his attempts to defend the brewer from Carlsberg and Heineken's takeover attempt....
Heineken has refused to be drawn on local reports that it is in line to buy a Czech brewer....
Carlsberg has declined to comment on a call from a Scottish & Newcastle shareholder for the Danish brewer to give further details on the brewers' joint venture in Eastern Europe....
Carlsberg and Heineken have dismissed Scottish & Newcastle's trading update yesterday (20 November) as "unconvincing"....
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Scottish & Newcastle has said that it has made "good progress" in its core markets, despite poor weather during the summer....
SABMiller has declined to comment on speculation suggesting the brewer is out of the Scottish & Newcastle frame, following its plans to acquire Grolsch....
Scottish & Newcastle has launched a scathing, albeit brief, attack on Carlsberg and Heineken, as the European brewers attempt to acquire the UK-based company....
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