premium section of the Duty Free store improves the exposure of
Heineken at Schiphol Airport.
The main requirements for launching Paco in the travel retail are
the high price and the recreation of the premium environment
around it, like placing the display in the premium drinks section.
Positioned next to premium cognacs and whiskies on a luxury
display Paco will be selling at the on-trade price ensuring healthy
margins both to Heineken and the customer.
After a successful pilot, Paco will be listed in the three main
stores at Schiphol airport as a permanent Stock Keeping Unit.
This will further strengthen Heineken's position at the airport and
upgrade the brand's presentation. Secondly, Paco will be listed in
the premium environment of other airport stores as well. Paris
and Heathrow are already interested and others will follow.
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