Holland Heineken House helps celebrate success in Beijing - - J Heineken Extra Coid Experience tours Europe NEWS World of Heineken 39 winter 2008/2009 This year as the 29th edition of the Olympic Games took place in Beijing, the ninth Holland Heineken House was brought to life in the Chaoyang District of Beijing. Since 1992 the Holland Heineken House has served as a focal point for Dutch athletes, fans, officials and family members. The Holland Heineken House, which is steadily becoming a Dutch tradition, is mostly known as a house of celebration. For the Dutch there was plenty to celebrate this summer. A total of 14 medalists celebrated their moment of Olympic glory with international revellers in a jam-packed Holland Heineken House. More than 300 crew members, including 170 volunteers, joined together to make the Holland Heineken House a reality. By the end of the Games, almost 100,000 people had visited the venue. www.hollandheinekenhouse.nl Last summer, The Extra Cold Experience, a mobile ice bar, passed through 23 European cities in 12 countries. The Experience was created to generate awareness of Heineken Extra Cold: the same trusted beer served at a chilling zero degrees Celsius. An average of 3,708 consumers a day were made aware of the Extra Cold Experience of which ten per cent actually visited the sub-zero ice bar. The Extra Cold Experience was hugely successful at increasing sales and increasing distribution by an average of 22 per cent per country. In Greece, for example, 385 outlets began selling Heineken Extra Cold, increasing distribution by 48 per cent. Slovenia saw 30 new outlets join the Extra Cold club, making 46 in total. www.heineken.com/extracoldexperience

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World of Heineken | 2008 | | pagina 4