Heineken is continuing its continental approach in the UK, with a new marketing campaign in the country.

The UK arm of the global brewer yesterday (31 May) unveiled the three-pronged "multi-million pound" push, which sees the arrival of Heineken's DraughtKeg system in the UK off-trade.

DraughtKeg will be available at branches of Sainsbury, Threshers and Makro from August at a RRP of GBP13.29 (US$26.30) per five-litre keg. Wider distribution is forecast for next year. The standalone take-home draught system is already available in over 40 other countries, having sold over 6m units sold since 2005.

In the UK on-trade, meanwhile, Heineken will launch 'Continental Draught', a campaign which will push the concept of a larger head on a consumer's beer. The campaign will be rolled out across selected UK pubs and bars from this summer. A range of POS will be distributed to all outlets, to educate and reassure consumers on the larger head and glassware.

Finally, the Café Heineken concept, unveiled late last month, will feature a Heineken-branded bar which will tour the UK this summer, emphasising the continental style of consuming beer more as a social occasion, rather than to get drunk.

The three innovations will be supported by a TV, cinema, online and poster campaign as well as PR activity. Starting next Wednesday (6 June) the television campaign runs with the tagline: 'Heineken - get your head right and the rest will follow'.

 "We're incredibly excited to be rolling-out our new campaign which offers consumers the chance to enjoy better, continental-style drinking experiences," said Iain Newell, marketing director at Heineken UK. "As a genuinely imported premium beer, and the number one brewer in Europe, we're in a unique position to offer truly authentic continental drinking experiences."

"With the launch of our new media campaign, the roll-out of Continental Draught, the Draught Keg and our experiential programme, we're not only offering consumers the authentic experiences they are seeking, but we're working hard to improve the image of beer and driving incremental growth in the premium lager sector."