DUTY FREE AND EXPORT
activation platform
developed to encourage
people to broaden their
beer-drinking repertoire
The team developed a unique
serving ritual for Affligem
that takes advantage of the
beer's unique secondary
fermentation
Understanding consumer and customer
needs and adding value to the customer's
business has helped to move beyond a
focus on just price and discount level.
This was the key to the Duty Free team
winning a recent contract with British
Airways that gives FiEINEKEN exclusive
supplier status for their lager segment,
removing Grolsch and replacing it with
Fieineken®, Amstel Light and Tiger.
To service this particular channel,
bespoke 25cl cans were developed
which are narrower than the traditional
33cl. These are easier to stock on-board
and fit better into trolleys. "With these
customers, there's a very close working
partnership," comments Ed. "Special
packaging has, for example, been
developed for KLM/Air France, based
on Heineken®'s anniversary, and we've
worked with them to activate Fieineken®
around James Bond SKYFALL, with
advertising in their in-flight magazine
and entertainment system."
The OpCo is also helping to establish
'Fieineken® Lounges' within airports,
incorporating Heineken® elements and
visibility into the design. "This enables us
to use our consumer understanding to
create an environment that we're certain
appeals to and excites our consumers. The
results of our Fieineken® Lounges in the
USA, Canada and Dubai have been very
encouraging," says Ed.
Adding Real value
Recently, Global Duty Free also struck a
deal with Viking Line Ferries. Adopting
key learnings from Global Commerce's
Category Vision in relation to the
consumer shopping experience, they
have worked with Viking Line to reduce
the traditional on-board 'stack it high'
sales approach, and replace it with a
complete redesign of the beer category
presentation in their on-board shops.
"This has enabled us to give FiEINEKEN
brands improved representation,"
explains Ed. "Beer sales have risen since
implementation, and now Viking Line's
competitors are requesting the service."
For cruise-line customers, Heineken®'s
'Star Serve' quality draught beer training
programme is also being implemented,
ensuring staff are properly trained on
how to serve and present a beer. A
successful 'Taste the World' initiative has
been developed to encourage trial for a
wider range of FiEINEKEN brands. "For
this, we've designed a whole series of
merchandising, from special flip menus
to in-store displays," says Ed. "Customers
tend to stick with the brands they're
used to as they're missing information
about other alternatives. This 'Taste the
World' initiative provides them with the
information they're looking for to expand
their beer taste repertoire."
Talking Points
The Export Unit team is always on the
lookout for potential brand developments
that will become true talking points
22 World of HEINEKEN Edition 1 2013
