The Potential
of Eight Million
SPONSORSHIP
Winning
Olympic Trials
In 2011, Heineken® secured the
rights to be the only branded alcohol
beverage served at any London 2012
Olympic venue. Behind the scenes,
HEINEKEN has been working hard
to make sure that more than eight
million Olympic ticket holders have a
memorable experience at the Games,
and that consumers across the UK
are celebrating London 2012 with
Heineken®.
World of HEINEKEN spoke to
HEINEKEN Marketing Manager,
Rick Lawrence, to find out more...
Will the Heineken® brand be
clearly visible to consumers at
the 2012 Olympics?
Heineken® will be the only branded
alcohol available at any London
2012 venue and only brands from the
HEINEKEN portfolio, such as Bulmers
cider and John Smith's ale, will be served.
Other than Heineken®, our beers and
ciders will be unbranded, which means
that the menu will only say, for example,
'premium branded cider' and not Bulmers,
and it will be served in an unbranded
cup. In this 'clean' branded environment,
Heineken® will attract high visibility.
How much additional volume does
HEINEKEN expect to sell during
the Olympics?
We're putting plans into place for 15,000
hectolitres additional production solely for
the Olympics. We've also arranged for the
production of up to 150,000 cases of PET
plastic bottles to serve beer at Olympic
Quarter 1 2012 World of HEINEKEN 29
