HEINEKEN UK LAUNCHES NATIONAL TASTE TEST
PARBO CHILLER - DARE TO CHILL
BRANDHOUSE: HEINEKEN'S SUCCESS IN
SOUTH AFRICA'S COMPETITIVE BEER MARKET
1
Heineken UK has set out to prove that consumers
prefer the taste of its premium lager through a
series of blind taste tests across Britain this
The taste tests take place outside Heineken's
'We Believe in Better' bus, which has been
touring the UK since April this year. The Heineken
bus has been stopping at supermarkets and
special events, where adult consumers are
invited to taste unlabelled samples of premium
beer and are asked which they think tastes best.
Chris Duffy, Customer Marketing Controller at
Heineken UK, says that initial results have been
positive, with over two-thirds of those taking part
preferring the taste of Heineken. "So far the
results have been very good. We believe the taste
test is raising the profile of Heineken here in the
UK."
It is expected that Heineken will offer
samples to more than 50,000 adults from across
Britain before the end of the season.
Surinaamse Brouwerij NV has launched a
refreshing new flavoured beer for the summer
season - the Parbo Chiller. Described as a high-
quality beer with a twist of lime and passion fruit,
this unique brew is designed to appeal to adults
who are looking for something just a little bit
different.
The Parbo Chiller has a fresh and original flavour
and is best served ice cold, straight from the
bottle. Parbo Chiller will only be available for a
limited time in selected Suriname supermarkets
and retail outlets.
Quality Beei? with ist^o^tmh and ^ts'sfbt
IL
In July 2004, Heineken, together with Diageo and
Namibia Breweries Limited, launched
brandhouse, a strategic joint venture providing
the three companies with the opportunity to
leverage their premium brands in the
competitive South African market. One year on,
the brandhouse initiative is a proven success,
with Heineken already recording strong premium
brand growth.
The beverage market in South Africa is highly
competitive," explains John Fitzgerald, Beer
Portfolio Manager at brandhouse. "SABMiller
controls a 60% share of all alcoholic beverages,
brandhouse, however, is a strong competitor in
both premium spirits and beer, with more than a
40% share in these categories. With the launch of
brandhouse, market competition has been
stimulated significantly across the entire
alcoholic beverage landscape."
The purpose of bringing three organizations
under one roof was to ensure the future growth
of a fast-growing, premium consumer market,
while at the same time leveraging on-going
shareholder wealth by optimizing cost efficiency,
brandhouse has been able to increase the
breadth and depth of distribution and sales while
attracting the best talent in the industry.
The core values that drive both brandhouse
and Heineken are synonymous: a passion for
brands and consumers, coupled with a desire to be
the best in the business. "Our vision is that
wherever adults gather in any premium occasion to
celebrate life, love, achievement and friendship,
they choose our brands to celebrate that moment."
brandhouse boasts a comprehensive portfolio
of premium brands, including Johnny Walker, J&B,
Bell's, Smirnoff Vodka, Captain Morgan, Jose
Cuervo, Baileys and of course, Heineken.
The premium beer market in South Africa
comprises a portfolio of both local and
international brands, such as Amstel, Miller
Genuine Draft, Castle Lite, Peroni (SABMiller)
Guinness (Diageo), Windhoek Range (NBL) and
Heineken (brandhouse).
