Martin Hutchinson, marketing
manager of Cervezas Mundiales,
explains: 'Compared to Mexican
beers, Heineken beer is slightly more
bitter and has a full bodied taste.
Many people think that the alcohol
content of Heineken is much higher
than that of Mexican beers, but that's
not true at all. Heineken has a taste
that the Mexican has to get used to.
Via promotions in the outlets we have
to allow the consumer to get familiar
with the Heineken taste.'
Cervezas Mundiales is concentra
ting on sales promotions even more
strongly this year than in the past. In
Mexico City alone an average of ten
promotions a week are organised in
on-premise and off-premise outlets.
Interesting on-premise outlets for
Heineken are the high class restau
rants and, above all, the trendy bars
frequented by young people aged
between 20 and 35. Hutchinson:
'Heineken in Mexico currently still
has the image of a beer for older
people. That's because of the brand's
European origins. Europe is seen as a
continent with a great deal of tradi
tion. It is our task to change the
image, for instance via promotions,
and to give people the chance to get to
know the product at the same time.'
Twelve pack.
The promotion in the elegant
Argentinian restaurant Cambalache
in one of the most expensive streets of
Mexico City is a textbook example of
how sales promotion is used in on-
premise outlets to endorse the image
of Heineken. Two Heineken promo
girls - mostly students - walk around
the restaurant and bring Heineken
beer to the attention of the guests.
Everyone who orders a bottle of
Heineken beer receives a ticket with a
number. The restaurant owner draws
the winning lot number once every
hour. The winner gets a twelve pack
The 20-35-year age group currently
consumes some eighty per cent of all
beer in Mexico. As regards socio-eco
nomic aspects, Cervezas Mundiales
aims at a completely different group
of consumers. According to Hutchin-
It's 9 a.m. on Monday: sales reps
for Mexico City get together to
discuss activities and promotions
for the week ahead.
of Heineken beer to take home.
Hutchinson is satisfied with the result
of the promotion; within two hours
ten cases of Heineken beer have been
sold.
In other restaurants and discos the
sales promotion activities are focused
more on pushing up sales. Martin
Hutchinson: 'We have had outlets
where demand for Heineken incre
ased from 2 to 50 cartons a week,
purely thanks to the promotion.'
The sales promotion activities are
not only geared to the consumer.
Cervezas Mundiales is well aware that
the man behind the bar is an impor
tant link in selling Heineken beer.
Bartenders who collect Heineken
crown corks and empty cans can look
forward to attractive Heineken gifts.
During an evening they may also
receive a visit from the 'Mystery Man'.
This man orders a beer, but first asks
the bartender which beers he has in
stock. If the first brand the bartender
mentions is Heineken, he can win a
reward.
Cervezas Mundiales is targeting
the same group of people as the local
breweries where age is concerned.
THE WORLD OF HEINEKEN
