Heineken Launches 'The Holidays Start Here' Program

WHITE PLAINS, N.Y. -- Heineken recently unveiled its 'The Holidays Start Here' retail program, running through the months of November and December. Through a custom Heineken Party Planner iPhone and Android app, consumers can take the guesswork out of planning or attending the ultimate holiday party; and by providing the consumer offers and incentives it will help to increase retailer profitability during the holiday selling period, the company stated.

"Through the custom app and other program elements, we are encouraging consumers to entertain in style and choose Heineken and Heineken Light as the beers for their holiday parties," Frank Polley, senior trade marketing director, Heineken USA said in a released statement. "'The Holidays Start Here' plays into the values of the Heineken consumer who wants to be in the know, enjoy authentic experiences and make the right impression. Our proprietary app offers our consumers new and fun ways to engage socially with friends via viral tactics and technology, which is so integral to their lives."

Consumers can download the custom mobile app and have access to tips for planning a great holiday party including:

• Party recipes and tips from chef Spike Mendelsohn
• A custom Heineken music playlist
• Party planning tools, such as a party registry, customized shopping list, custom designed invitations and RSVP lists that sync with their mobile phone and Facebook contacts

To access The Heineken Party Planning app consumers can scan a ShotCode (QR) printed on all Heineken holiday-themed POS materials or go to the iTunes store or Android market and search for the app. To help drive incremental sales of Heineken and Heineken Light and cross-merchandising items, mail-in redemptions (MIR) and instant redeemable coupons (IRC) on holiday party essentials (where legal) will be available to retail outlets, the company stated. Where legal, sampling activation will help engage consumers to interact with the brand and download the mobile app, while encouraging trade up to Heineken and Heineken Light, the company also noted.