Heineken To Launch Bars At Sport Events

Heineken is to set up ‘Café Heineken’ branded bars at the live sports events
that it sponsors beginning with rugby union’s Heineken Cup final in May.

The bars will form the focal point of Heineken’s promotional activity at
sports events with food and live music adding to the atmosphere around the
outlets.

The activity will form part of a major experiential marketing push by the
brand running under the strapline ‘Café Heineken: a taste of the Continent’ and
is designed to promote the brewer’s beer products as a viable meal accompaniment
to wine.

Iris Experience has been appointed to the agency contract following a
three-way pitch for the business.

Heineken already operates a branded bar in Paris called Culture Biere and is
looking at rolling out similar outlets in airports across the world.

Heineken sponsors the rugby European Cup and World Cup as well as football’s
UEFA Champions League amongst a raft of other sports events.