Chinese New Year Promotions
St Maarten Heineken Regatta
Heineken rolls out Jillz
07 February
Malaysia, Vietnam, Singapore and Taiwan
06-09 March 2008
St Maarten, the Caribbean
May 2008
Zoeterwoude, the Netherlands
Heineken and Tiger Beer will be rolling out a number of on- and off-premise activations
this year across Asia surrounding the celebration of Chinese New Year on February 07.
Premium brands like Heineken and Tiger experience positive sales during the Chinese New
Year, arguably the most important holiday period of the year in countries such as China,
Taiwan, Hong Kong, Macau and Singapore.
A special promotional campaign called "Reunion" will be launched in Malaysia and
Singapore, to bring friends and family together to celebrate the festive season. The
campaign will include TV, radio and print ads, as well as point of sale material and
merchandise. In Taiwan, a series of in-restaurant promotions connected to the Chinese
New Year have also been developed. In Vietnam, specially branded promotional material
has been developed to decorate the streets of Ho Chi Minh City.
elina.chang@heineken.com
Preparations are in full swing for the 28th St Maarten Heineken Regatta. Having again
signed a sponsorship agreement for the event for the next three years, Heineken St.
Maarten is gearing up for an exciting competition.
"The St Maarten Heineken Regatta continues to grow in quality and importance, both for
the sailing world and the island of St. Maarten," says John Leone, Managing Director of
Heineken St Maarten. "It takes the whole island to throw a party this big. An event of this
magnitude can be held with the cooperation of the island governments, as well as that of
sponsors, volunteers, businesses and the wonderful people of our island.
www.heinekenregatta.com.
Throughout 2008, Heineken will be rolling out a new sparkling cider beverage in the
Netherlands, called Jillz.
Jillz is a unique blend of cider, barley malt and pure sparkling water, with a subtle fruity
flavour. Developed with the female drinker in mind, Jillz has an alcohol content of 5 per
cent and is less bitter than lager beer.
"The product is based on the taste palettes of women because 63% of the female population
do not appreciate bitter beverages," says Pascal van Ham, Marketing Manager at Heineken
Nederland. "For this reason we have developed an alternative that allows us to reach this
much wider group of consumers." Expected to be on sale from May of this year, Jillz will
be available on tap in around 450 horeca outlets across the Netherlands by the end the
year. A stylish 18cl cone-shaped Jillz glass will also be released for use in the on-premise
sector.
p.w.everts@heineken.com
