LONDON, 17^th August 2020 -This summer, despite major operational obstructions caused by the ongoing COVID-19 pandemic, HEINEKEN UK rolls out its innovative 100% plastic-free cardboard topper across thousands of UK retailers.  

The topper will feature on Heineken®, Foster’s and Kronenbourg 1664 multi-pack cans before rolling out across its entire beer and cider portfolio. The company’s commitment to innovate sustainably during this unprecedented time has kept the business on track to eliminating this type of plastic from supermarket shelves by the end of 2021. 

The new packaging not only removes plastic but minimises the use of materials and reduces waste. The combination of the new topper, dubbed Green Grip, and the removal of shrink-wrapping on consumer packs will eliminate over 517 tonnes of plastic annually – the equivalent of 94 million plastic bags.  

With the installation of the new packaging machinery set to take place at the same time when travel restrictions were implemented across Europe, HEINEKEN UK overcame a significant logistical hurdle by using virtual technology to partly help install the machinery at its brewery in Manchester.  The team in Manchester used smart glasses to collaborate with Italian engineers on the installation process and receive virtual training on how to operate the machinery safely, allowing fewer people on the shop floor to support social distancing guidelines. 

Michael Gillane, marketing director, HEINEKEN UK, said: “This is a game-changer – for so long, the plastic pack rings on cans of beer and cider have been rightly scrutinised.  We have been working on a solution for a number of years – one that is durable, totally recyclable and completely plastic-free.  And importantly, one that can be used at scale on hundreds of millions of cans every year.   

“After announcing our intention in November last year, we’re extremely pleased to launch Green Grip – our plastic-free, recyclable and compostable topper in UK supermarkets this summer, especially during such a challenging time.  The easy decision would have been to postpone the launch, but that was never an option.  The use of innovative technology, combined with the hard work of our team in Manchester, meant we stay on track to achieve our ambition to eliminate single-use plastic on our products from supermarket shelves. This is a significant milestone in our journey, and we look forward to rolling the innovation out across the rest of our beer and cider portfolio in 2021.” 

Commenting on overcoming challenges posed by Covid-19 in commissioning the Green Grip line, Supply and Brewing Operations Director, Matt Callan said: “Introducing a brand new technology is challenging at the best of times, but doing so at a time of social distancing measures and when we’ve adapted our operations to meet heightened supermarket demand is a testament to the adaptability and determination of our brewery team. We continue to look at further options to eliminate single-use plastic, including in our logistics and distribution network as we remain committed to eliminating unnecessary plastic in our total supply chain.”   

Foster’s and Kronenbourg 1664 will launch in supermarkets with the new topper at the end of July, with Heineken® following shortly after in August ahead of the bank holiday weekend. 

This scalable bespoke innovation was piloted at HEINEKEN UK’s Manchester brewery, with its Tadcaster and Hereford sites to follow in March 2021.

For more information, please contact: Celina.Mcelevey@edelman.com

About HEINEKEN in the UK

Headquartered in Edinburgh, HEINEKEN is the UK’s leading pub, cider and beer business. The company owns around 2,500 pubs as part of its Star Pubs & Bars business and employs around 2,300 people. We are passionate about our cider and beer brands and the outstanding service that we offer to our customers. Our unrivalled portfolio of brands includes Foster’s, Heineken®, Strongbow, Desperados, Kronenbourg1664, John Smith’s, Bulmers, Amstel, Birra Moretti and Old Mout backed by a full range of niche and speciality brands.

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Foster’s is giving consumers the chance to win a unique trip to “the thirstiest place on earth” – Ayers Rock, Australia – in an on-pack summer promotion in partnership with music and discovery app, Shazam.

Running until August 31st, the on-pack prize draw means Foster’s fans who buy a multipack and ‘Shazam a Can’ could win a variety of items including chill disks, chiller seats and slings, as well as well as the ultimate trip to “the thirstiest place on earth”.

Shoppers just have to scan the Shazam icon on the can with their mobile devices to enter the competition. They will be notified instantly if they have won one of the thousands of instant prizes.

The winner of the trip to Australia will be selected via a prize draw at the end of the campaign.

Foster’s says it is activating its “For the thirsty” platform throughout the summer months to drive penetration at a time when shoppers are looking for crisp, cool refreshment.

Toby Lancaster, Category and Shopper Marketing Director for Heineken, says: “With 52% of beer and cider value sales taking place over key seasonal periods, our on-pack promotion throughout the summer offers a great opportunity for retailers at a time when shoppers are looking for crisp, cool refreshment. Activating on-can means that we that we are able to cover a greater number of our SKUs, incentivising purchases and driving additional sales for retailers over the summer months. We are very much looking forward to revealing the lucky winner at the end of August.”

Foster’s on-pack promotion is available across 4 x 440ml, 10 x 440ml, 12 x 440ml and 18 x 440ml can pack formats and also Foster’s single 440ml and 568ml cans.

Heineken is the UK’s leading pub, cider and beer business. The company owns around 2,900 pubs as part of its Star Pubs & Bars business, and employs almost 2,200 people. Its portfolio of brands includes Foster’s, Heineken, Strongbow, Desperados, Kronenbourg1664, John Smith’s, Bulmers, Amstel, Birra Moretti and Old Mout, as well as a range of niche and speciality beers.

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Too many major brands are coming late to the party and/or delivering paper-thin token gestures in their ‘show’ of support for causes, says Ciara Garratt of global brand experience agency Sense. 

Have you noticed how every brand is trying to prove a point at the moment? How every product you pick up in the supermarket now boldly states its protein content? Or, how the shampoo you bought the other day is suddenly ‘gluten free’?

Perhaps awareness of even a simple form of marketing is heightened for us marketers, but in a society where everything is under scrutiny, and where consumerism is at its peak, it feels like brands are more self-aware than ever before.

In 2008, Heineken brought us the ‘Walk-in Fridge’, racking up millions of views on YouTube. The ad highlights the different values of men and women, as stereotyped in society a decade ago, as a couple show their friends around their new home. The woman shows her walk-in wardrobe to her female friends, while the man reveals a walk-in fridge full of beer to his mates. Both result in enthusiastic screams from their same-sex friends. The advert played on traditional stereotypes in a humorous way – presumably to appeal to what it thought was an all-male audience.

As society has changed, brands have had to adapt to a more nuanced view, which we can see in Heineken’s 2017 #OpenYourWorld ad. Heineken brought together people from different cultures, backgrounds and sexual orientations in a ‘social experiment’, exploring the benefits of finding common ground – Heineken beer and reasonable discussion. The message was raw, empathetic and forward-thinking, which, in the current climate of thriving equality and liberalism, was well-received.

Of course, we expect brands to evolve with the times – they need to stay relevant to the changing attitudes of their audience. But the way in which brands manage that change is critical. Heineken achieved a 180-degree pivot; from clumsy sexist stereotypes to jumping on the equality bandwagon – without irritating the public. Because it was a proactive effort, even though the principle isn’t exactly original, it comes across as relevant and authentic. We’re all entitled to change our minds once in a while (even if it takes the best part of a decade).

What’s more concerning is when real world issues are side-lined, only to later be exploited by brands looking for a hot-topic-of-the-moment.

Plastic no longer fantastic

For example, despite scientists sounding the alarm for years over the impact of plastic on the environment, it seems like brands have only recently started to take action, capitalising on the opportunity to be seen in a positive light.

Do they feel a genuine corporate social responsibility or is it just another tactic to make headlines? It’s particularly galling when the brands in question are category leaders – surely major powers on the world stage should be leading from the front, rather than playing cautious catch up, or only acting when they’re caught out?

Greenpeace has made a number of protests shaming Coca-Cola for its contributions to plastic waste, although coverage of this has been all too scarce. However, when Coca-Cola ‘heroically’ announced that it will recall and recycle 100% of its packaging to help clean up our oceans, it made the news. Shouldn’t we really be celebrating Greenpeace, for acting when it mattered, rather than a huge corporation that showed up late to the anti-plastic party?

Where Heineken has made a positive shift and potentially contributed to changing people’s perceptions, other brands have been less proactive and instead demonstrated a lazy approach to jumping on the bandwagon. A prime example of this is when McDonalds turned the trademark ‘M’ upside down to show support for International Women’s Day. They’re hardly a brand who you would expect to be active on such an occasion, but perhaps like Coca-Cola they were only responding to external pressures.

Brands should be careful about how they portray acts of ‘good’ and must try to avoid looking exploitative. Instead, they should be proactive; earning respect by taking action, instead of just nodding in agreement like McDonalds. What Heineken have done is much more believable and empowering – instead of caring about how they look to consumers, they have focussed on getting the consumer to think about the bigger picture themselves, and hopefully make their own contributions to change.

It’s easy to say “better late than never, Coke” or “at least you’re doing something, McDonalds”; but the reality is that if these brand leaders were more proactive in the first place, they wouldn’t need to jump on the brandwagon. They’d be driving it – and making a real difference along the way.

Ciara Garratt is Account Manager at global brand experience agency Sense.

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Strongbow rounded off a summer of festival action with a huge live activation at Victorious Festival in Portsmouth over the weekend of August 26^th/27^th.

The iconic cider brand created a massive arena with a 10m high Strongbow Archer as the centrepiece. Surrounded by a DJ booth made from speakers, a bar made from a shipping container and up-cycled furniture made from crates and barrels, The Strongbow Yard was designed for fans to chill out in the day and dance by night.

Emma Sherwood-Smith, brand director for cider at Strongbow owner Heineken, says: “From years of festival experience, we know people want to create amazing memories with their mates. As the most eye-catching landmark on site, The Strongbow Yard is the best place to meet friends and relax with a refreshing pint, making the most of their time between bands. Curated by credible British DJs, the music sets the atmosphere, changing the tempo throughout the day. As the sun sets we step things up with an impressive music-synchronised fire display until the end of the night.”

In a new collaboration with Strongbow for Victorious Festival, Radio X also broadcast live from The Strongbow Yard with DJs including Johnny Vaughan and Gordon Smart, extending the reach of the festival beyond those attending.

The Victorious Festival activation concluded months of Strongbow campaign activity aimed at helping people get the most out of their festival experiences. In April, special promotional packs of Strongbow Original, Cloudy Apple and Dark Fruit ciders started rolling out in stores across the UK, directing people to enter the Strongbow Epic Entrance competition. Nine competition winners and their friends were then parachuted, paraded and power-boated into their chosen festival in style.

At Victorious Festival, the third and final festival in Strongbow’s integrated campaign, three Epic Entrances took place with competition winners be dressed in mermaid, Queen of Hearts and 1990s rave attire, with entourages ranging from sumo wrestlers to gold Strongbow men. All parties were chaperoned through the festival site ending at The Strongbow Yard to sample the brand.

Strongbow worked with Initials, a leading independent integrated agency, across both The Strongbow Yard and the Epic Entrance campaign.

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Heineken 0.0 alcohol-free lager was one of the sponsors for the first-ever Mindful Drinking Festival in mid-August.

The Mindful Drinking Festival, which took place on August 13^th, 2017 in London’s Bermondsey Square, featured a range of innovative drinks to taste and buy, talks from producers, mocktails from top mixologists, and more. The organisers say it was the first event of its kind to truly showcase the emerging no alcohol/low alcohol sector of the drinks industry.

The festival featured:

• Zero to 0.5% abv drinks; beers, wines, adult soft drinks.
• 30 stalls with innovative drinks and food.
• Talks and tastings from producers and experts.
• Non-alcoholic mocktails by leading mixologists.
• Free samples of some of the latest drinks available.

Heineken was one of the sponsors, and the company’s Master Brewer, Willem van Waesberghe (pictured), was on hand to explain more about the dedicated brewing process which is used to create Heineken 0.0’s premium flavour.

Van Waesberghe commented: “We were delighted to welcome so many fans and teach them more about Heineken 0.0. This new beer gives consumers choice for a variety of drinking occasions. It also contributes to the growing trend around the importance of responsible alcohol consumption and living a balanced, healthy lifestyle”.

Headquartered in Edinburgh, Heineken employs around 2,000 people. In addition to being Britain’s leading cider and beer business, Heineken owns around 1,049 pubs through its Star Pubs & Bars business. Its portfolio of brands includes Foster’s, Heineken, Strongbow, Desperados, Kronenbourg1664, John Smith’s, Bulmers, Amstel, Birra Moretti and Old Mout plus a full range of niche and speciality brands.

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To celebrate Prudential RideLondon 2017, taking place today and tomorrow, Amstel has enlisted the help of cycling superstar and Olympian Mark Cavendish to open the world’s first ever ‘ice-bath pub’, where cyclists can rest their weary legs in cold tubs while enjoying a cold, refreshing Amstel Bier.

Inspired by the popularity of ice baths among athletes, Amstel says its Amstel Cold Tub Pub is a “unique form of post-cycling recovery and all-round bonding experience for guests”.

The beer brand has been inviting cycling enthusiasts and those who take part in Prudential RideLondon-Surrey 100 are invited to banish their muscle burn by stepping into a custom-built cold tub filled to the brim with ice-cold water. Once they have taken the plunge, visitors will be offered an equally cold Amstel Bier to enjoy.

Visitors to the Amstel Cold Tub Pub can stay in the cold tubs for up to 10 minutes, after which they can continue to relax and recover on normal pub seating, admiring the array of cycling memorabilia adorning the pub’s walls, and watching Prudential RideLondon on the pub’s TVs with fellow finishers.

Open over the Prudential RideLondon weekend, today, Saturday 29th July and tomorrow, Sunday 30th July, the Amstel Cold Tub Pub has been created as part of Amstel’s ‘Ride Together’ partnership with Prudential RideLondon.

It is located on London’s Pall Mall, close to The Mall, where RideLondon finishes, making it the ideal spot for cyclists to begin post-event recovery and relaxation.

Mark Cavendish comments: “The benefits of ice baths as a recovery aid following an intensive day of exercise are well known. On the back of what will no doubt be a gruelling 100-mile Prudential RideLondon-Surrey 100, I am sure the riders will be extremely happy to know that they can be rewarded with an ice bath as well a nice cold Amstel at the finishing line!”

Ifeoma Dozie, Brand Director at Amstel, adds: “Our ‘Ride Together’ partnership with Prudential RideLondon is all about bringing cycling fans together through unique and memorable team cycling experiences. The Amstel Cold Tub Pub is just that: a one-of-a-kind form of post-cycling recovery and refreshment for groups of riders. What better way of continuing the team bonding experience after crossing the finish line than by taking the plunge into a tub of ice water while toasting team cycling success with an Amstel?”

Amstel is owned by Heineken, which employs around 2,000 people in the UK. In addition to being Britain’s leading cider and beer business, Heineken owns 1,049 pubs through its Star Pubs & Bars business. In addition to Amstel, its portfolio of brands includes Foster’s, Heineken, Strongbow, Desperados, Kronenbourg1664, John Smith’s, Bulmers, Birra Moretti and Old Mout backed by a full range of niche and speciality brands.

Last month Amstel appointed Mark Cavendish as the coach of a unique eight-man amateur cycling team of people, all with the name Mark Cavendish. Team Cavendish consisted of everyday people actually born to the name Mark Cavendish as well as cycling fans who demonstrated the extent of their love for the decorated Olympian by legally changing their names by deed poll to take part.

During their Prudential RideLondon boot camp with Mark Cavendish, the team of namesakes were given invaluable advice and tips to take into the iconic Prudential RideLondon. The transformation of the amateur team into a cycling squad ready to take on the challenge can be viewed on Amstel’s YouTube channel. 

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Heineken cider brand Strongbow is offering the chance to win a ‘Make an Epic Festival Entrance’ prize package worth up to £10,000, including entrance to the selected festival for six people plus tents for accomodation.

The challenge is to come up with an imaginative way to arrive at any of the three UK festivals Strongbow is sponsoring this year — Isle of Wight, Kendal Calling and Victorious.

There are also thousands of festival-themed prizes to be won, including tents, sleeping bags, Bluetooth speakers, Pac a Macs and phone chargers.

To enter, consumers have to buy a promotional pack, then go to the website uk.strongbow.com/epicentrance/ and input the batch code from the packaging and their contact details. They then need to select: how they want to arrive at the festival (choosing from a menu of options including hovercraft, helicopter, parachute, and police car, or coming up with their own idea); how they want to be dressed (again choosing from a pre-populated list including options such as cowboy, astronaut, alien, mermaid, pirate and pumpkin – or their own suggestion); and what kind of entourage they want (bodyguards, dancers, stilt-walkers, sumo wrestlers and the like).

They then have to say in a maximum of 50 words what they would consider to be an epic festival entrance.

A draw will select 200 entries each for Kendal Calling and Victorious. A judging panel consisting of representatives of Strongbow, Initials (the agency which has created the promotion for Heineken), and the festivals will select three winners for each of these two festivals using the following criteria:

• Does this entry have what it takes to create the impact to Make an Epic Festival Entrance?
• Does this entry show the personality of the winner and their mates?
• Does this entry stand out from the crowd?

Kendal Calling takes place from July 27-30 while Victorious takes place August 25-27. The promotion actually launched in April, and two winners for the Isle of Wight festival (which takes place this weekend) have already been selected randomly.

The promotion is featured across 10-pack cans in Original, Dark Fruit and Cloudy Apple varieties, as well as across 12-pack cans and 20-pack cans in Strongbow Original.

Toby Lancaster, category and shopper marketing director at Heineken, says: “Cut-through on-pack promotions such as this give retailers the opportunity to drive excitement in the category and encourage shoppers to make the most of the summer events.”

Each Epic Festival Entrance prize is worth up to £10,000, including return transportation for the winner and five of nominated friends (all of whom must be aged 18 or over) to the festival, weekend camping tickets including three two man tents and six sleeping bags for the Isle of Wight and Victorious and a Tipi and six sleeping bags for Kendal Calling.

In addition to the eight ‘Epic Festival Entrance’ packages, five prize draws have been scheduled to take place during the promotional period. In total, the prize draw prize pool includes 100 two man tents, 150 sleeping bags, 300 Bluetooth speakers, 600 Pac a Macs and 1,000 mobile phone chargers.

‘Epic Festival Entrance’ winners and guests who are over 25 years of age and look over 25 years of age will be required to participate in publicity. The age specification is to comply with the CAP Code, the rules governing advertising and marketing in the UK, which ban people who are or who look under 25 from appearing in marketing communications which the brand controls.

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Brewing giant Heineken will be giving away tickets to the Rugby World Cup in Japan in 2019 as part of its latest deal with the sport’s governing body, World Rugby.

The new agreement with World Rugby sees international premium beer brand Heineken continue as an official partner of rugby’s leading global tournament. Heineken’s relationship with World Rugby – which the Dutch drinks company says is one of the most recognisable and longest-standing partnerships in sport – dates back to 1995. The new deal encompasses Rugby World Cup 2019, Women’s Rugby World Cup 2017 and the World Rugby Awards 2017.

As a Worldwide Partner for Rugby World Cup 2019, Heineken will continue its popular match traditions across the 12 venue tournament, such as the Heineken Coin Toss and the Heineken Back Stage Stadium Tour. The partnership will also include exclusive pouring rights, LED pitch boarding exposure and tickets giveaways. To celebrate, Heineken has released a short film that features ambassador and rugby legend Scott Quinnell sharing his Rugby World Cup memories, with a hidden twist.

Hans Erik Tuijt, Global Sponsorship Director, Heineken, says: “Heineken has enjoyed a close association with rugby for over 20 years. Rugby World Cup will again enable Heineken to create engaging experiences for fans at the tournament and at-home in the 20 participating countries and beyond. This partnership compliments our other unique global platforms; Formula One, UEFA Champions League and James Bond.”

Heineken says the World Rugby partnership plays an important role in supporting the brand’s global business growth objectives. During the last Rugby World Cup, in the UK in 2015, the brewer teamed up with newspapers and media sites, on-trade operators and retailers to run a wide range of promotional activity linked to the tournament, including rugby scarves and kit give-aways and competitions to win tickets and special VIP experiences at various matches, including the final.

World Rugby Chairman, Bill Beaumont, observes: “Heineken is a brand steeped in Rugby World Cup history and we are delighted to be extending one of the most well-known and successful relationships in the sport. With the pool draw, match schedule and ticketing launch all taking place this year, 2017 is an important year for hosting preparations. We are delighted that we will be embarking on this exciting journey with the full support of Heineken.”

Heineken claims to be the world’s most international brewer with a portfolio of more than 250 international, regional, local and specialty beers and ciders. It operates 167 breweries, malteries, cider plants and other production facilities in more than 70 countries.

Rugby World Cup 2019 in Japan is the ninth edition of rugby’s showcase global event and the first in Asia. The world’s top 20 national teams will play in 48 matches hosted across 12 match cities for the right to lift the iconic Webb Ellis Cup and be crowned world champions. Rugby World Cup is the sport’s financial engine, generating approximately 90% of World Rugby’s revenues for reinvestment in the global game over the four-year cycle. The record-breaking success of England 2015 is enabling World Rugby to invest £245.8 million in the sport by 2020, eclipsing the previous 2013-16 £201 million investment injection by 22%.

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Strongbow, the UK’s leading cider brand from Heineken, is giving drinkers a fright with its on-trade consumer activation ‘The Haunted’ this Halloween.

Worth more than £300m in sales in 2015, Halloween is now the second biggest night in the on-trade calendar after New Year’s Eve. In order to help publicans maximise this important occasion and drive growth in sales, 11,000 Strongbow POS kits featuring a guaranteed instant-win consumer competition are being distributed.

Strongbow’s ‘The Haunted’ is running in outlet from now until November 3^rd 2016, giving drinkers the chance to win a range of prizes, including a trip to Prague and haunted hotel breaks, through a peel-and-wet reveal card given with a pint of Strongbow.

New for this year, Strongbow is launching a dedicated consumer microsite for the competition, including a venue finder and code entry mechanism, alongside T&Cs and FAQs. There is also a dedicated trade area where publicans can find additional material to amplify the Halloween occasion, including pumpkin carving templates, pub quiz suggestions, Halloween playlists and digital assets to use on social channels.

As well as the prize cards and merchandise prizes, each POS kit also includes a variety of blood-curdling gadgets that publicans can use to activate the competition and attract people through the door over the Halloween period. Outlets will be able to fully embrace the Halloween spirit by displaying materials such as empty belly posters, a specially designed eye-catching back-bar card holder, and paranormal activity caution tape to add a spooky touch to the venue and immerse consumers in the Halloween atmosphere.

Andy Turner, Category & Trade Marketing Director On-Trade, Heineken, says: “We know how huge an opportunity Halloween is for pubs and bars and it’s definitely a key occasion for publicans to drive extra footfall and sales. It’s all about offering partygoers a fun place to spend their whole evening, and we think Strongbow’s ‘The Haunted’ adds an extra element for the consumer, driving repeat sales for licensees and keeping customers in their outlet for longer.”

In addition to being the UK’s leading cider and beer business, Heineken owns around 1,050 pubs through its Star Pubs & Bars business. Its portfolio of brands includes Foster’s, Heineken, Strongbow, Desperados, Kronenbourg1664, John Smith’s and Bulmers, backed by a full range of niche and speciality brands.

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UK consumers are being offered the chance to win a trip for four adults to watch a top Australian domestic cricket match at the famous Melbourne Cricket Ground, courtesy of Foster’s beer, the Official Lager of the England and Wales Cricket Board.

The trip includes flights, the match tickets and accommodation for seven nights in a 4* hotel.

There are also hundreds of instant win prizes including pairs of England NatWest International T20 or Royal London One-Day International match tickets, England Cricket Adidas polo shirts, cricket kits (including cricket bat, wickets and ball) and Foster’s branded sports shirts.

To enter, consumers outside Northern Ireland have to buy a promotional multipack of Foster’s cans, and then input a seventeen digit alphanumeric code found on the cardboard outer on the relevant page on the Foster’s website. There is a No Purchase Necessary entry route for Northern Irish consumers. People can enter once a day and 20 times maximum over the course of the promotion, but have to have a new code every time they enter. The competition started at the end of August and runs until December 31^st 2016.

The prizes must be taken in December 2017 or January 2018 – the exact times will depend on when relevant fixtures are being played in Melbourne.

Craig Clarkson, Off-Trade and Category Director at Heineken, says: “The promotion offers shoppers the chance to win fantastic prizes to experience the Australian spirit and can-do attitude of the brand. Building on the visibility that Foster’s has achieved throughout the summer, these packs will drive sales of one of the UK’s best-selling lagers.”

Heineken employs around 2,000 people in the UK and is Britain’s leading cider and beer business. It owns around 1,250 pubs through its Star Pubs & Bars business and its brand portfolio includes Foster’s, Heineken, Strongbow, Desperados, Kronenbourg1664, John Smith’s and Bulmers, plus a full range of niche and speciality brands.

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