DUTY FREE AND EXPORT
Global Duty Free is
working together with
airlines to develop in-flight
activations and special
cans to boost sales
T
he Export Global
Duty Free OpCo was
established to leverage
FIEINEKEN's scale, particularly in the area
of distribution, portfolio management
and export activities. This enables more
efficient best practice sharing from
around FIEINEKEN - from the best-in-
class marketing and merchandising to
consumer insights, and from new and
innovative brand extensions to beer
category vision. This new OpCo focuses
on three distinct business units: Global
Duty Free, Western European Export and
Nordics Export.
The Western Europe Export OpCo
operates in markets alongside the local
FIEINEKEN OpCos. Ed explains that
this enables local OpCos to focus their
resources on building key brands in their
market. The unit works with independent
importers to fill gaps and identify
more niche opportunities in the market
with other successful brands from the
FIEINEKEN portfolio. The Western Europe
Export OpCo's approach ensures that this
is done as efficiently as possible with the
greatest added value for customers.
Global Duty Free is
working with ferry
companies to redesign
the presentation of beer
in their on-board shops
The Nordics Export department was
established separately to build strong
ties with local breweries and distributors
to produce, sell and distribute Fleineken®.
Ed describes this as a complex picture:
"Working with local breweries, rather than
FIEINEKEN, requires a completely different
approach. They are both a customer and
a brewer with their own products."
The Global Duty Free department focuses
on key duty-free channels, including
ferries, cruise lines, airlines and military
bases. These customers all have their
own unique requirements. "It's about
understanding our customers, the
channels they're in and their needs for
their end consumers," says Ed.
The new OpCo has developed a wide
variety of creative initiatives to add value
for their customers. Some of these have
been created by adapting best practices
from across the FiEINEKEN business, and
others were developed in-house.
Edition 1 2013 World of HEINEKEN 21
