We have no shortage of Global
Duty Free ideas. We want to
help our customers achieve
their business targets too
w
it
One of a number of
Heineken® Lounges
being introduced in
airports to excite and
inspire consumers
offer," says Ed. "We're currently looking
at opportunities innovations can deliver,
such as the new Heineken® Fountain
Extra Cold, and other brands that are
part of our global portfolio. We've got no
shortage of ideas, and are happy to work
closely with our customers to make sure
that they also achieve their own business
targets." K
amongst consumers. "Our marketing
team has recently developed a unique
serving ritual for Affligem," explains Ed.
"We've used the beer's unique secondary
fermentation that occurs in the bottle
to our advantage by providing a small
separate shot glass for the last part of the
bottle containing the sediment. This shot
can either be returned to the main glass
or drunk separately." The striking serving
appearance combined with the perceived
health benefits of yeast have increased
the awareness of Affligem, especially
among specialty beer enthusiasts in the
USA who were able to order the serving
tray and shot glass online.
Ed believes these initiatives are spurring
on the OpCo's success. "In the past, we
mostly negotiated on price. Now, we are
working with our customers on activations
to help them sell more. This moves the
relationship from one of discounting to
one of adding value."
As the OpCo enters what Ed describes as
the "rationalisation phase", he expects to
continue their growth. "We have recently
signed with DFDS Ferries, which was
historically a Carlsberg stronghold. This
was down to the true partnership we
Edition 1 2013 World of HEINEKEN 23
