We're confident that the
increased exposure and
trials of Heineken® by
Olympic visitors will result
in new consumers for the
brand
Every day, millions of
consumers will be exposed
to Heineken® branding at
key commuter hubs
The London 2012 Olympic trademarks
are fiercely protected, which means
that retailers can only truly leverage
the Olympic buzz by working together
with an official supplier and sponsor
like HEINEKEN. Many of our off-trade
customers will want to create a store-in-
store concept and we can help with this in
terms of branding and promotions.
What is the biggest challenge?
Heineken® offers consumers around the
world a premium beer experience, and we
need to make sure that it lives up to its
reputation among Olympics fans. We're
putting a lot of effort into ensuring that
appropriate attention is given to the
quality of the serve, the glassware and
training of the staff - so every Heineken®
poured is perfection.
How will you ensure this happens?
We've introduced one standard taller
premium Heineken® branded glass with
Olympic logos, which fills to the line and
not to the brim. We've also launched a
newly designed portal tap with an injector
head, which ensures the correct volume
and head on the beer.
We'll also continue our quality-
focused training and mystery shopper
programmes, and offer a range of
premium Olympic-branded point-of-sale
materials. The Olympics is the perfect
opportunity to convince the on-trade that
these days, quality is what people expect
for their hard-earned income, and quality
sells over the long term.
Final words?
I think it's important to reiterate just
how much interest there's going to be in
the Olympics and for on- and off-trade
customers looking to make the most
out of this opportunity, we're ideally
positioned as the partner to make
this happen.
Holland Heineken House
With 120,000 visitors over 18 days,
Holland Heineken House at the 2010
Olympics in Vancouver was the biggest
ever activation. For the 2012 Olympics
the spectacular Alexandra Palace,
located approximately 20 minutes
from the heart of London, will play
host to what has become something
of an Olympic hotspot.
Together with the Dutch Olympic
Committee, HEINEKEN will provide a
quality venue for medal ceremonies,
restaurants and events, and facilities
for athletes and the press.
Quarter 1 2012 World of HEINEKEN 31
