The trial-to-purchase rate is more than 50%, which is above the global average ii GLOBAL BRAND Trial, Trial and Trial Again Claiming a Growing Category HEINEKEN has had a footprint in Vietnam for more than 20 years and Minh City. Vietnam's commercial capital and the country's biggest urban centre, it's always the first place to embrace new products or trends." Similar, smaller scale activations are planned in other cities across the regions for the coming months. "We will focus our efforts on generating trial, an approach that has worked well in previous Desperados launch markets. Our trial-to- purchase rate is currently more than 50%. That's above the global average, which gives a good indication of the success of the product and the willingness of consumers to try new things." The brand works best in places where there is a party, says Ward, but adds, "We've broadened that concept a little by saying: if there isn't a party yet, Desperados will bring it. We mainly target bars and nightclubs, but are also tapping into beer clubs, a booming trend in Vietnam." Arguably offering the best of both worlds, beer clubs combine the atmosphere of a high-end bar and the features of a club. They appeal to mixed groups who drop by for a couple of drinks after work or stay late for dancing with friends. identified a demand that was not being met. "We conducted extensive research into which brands from the broader HEINEKEN portfolio could work here. More than half of the population is under 30, GDP is growing and people have more disposable income. Desperados is positioned as a super-premium brand, a category that is still in its infancy. We saw an opportunity to claim and build that category and Desperados is the ideal brand with which to do it." Desperados is currently available in the on-trade in a 330ml bottle. "It's an iconic bottle with very different shading from any other beer in the market. For now we are concentrating on building brand awareness through the bottle." Plans are also underway to enter the off-trade next year. "The majority of beer is sold through the on-trade in Vietnam, but we are seeing more and more volume shifts to the off-trade. We want to be ready to take advantage of that with Desperados." Edition 2 201U World of HEINEKEN I 35

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World of Heineken | 2014 | | pagina 35