Heineken & Amsterdam Diamonds & Jewellery add sparkle to Cannes with a unique Tender – 17/10/07

Putting added sparkle in your next pint: Heineken’s amazing diamond BeerTender will be on show – and on sale – at Cannes next week

NETHERLANDS. The most extraordinary Tender in industry history is coming to the TFWA World Exhibition in Cannes next week.

But while some serious bidding may take place, this is no contract-related document but a diamond-encrusted BeerTender.

This fabulous item has been developed by Amsterdam Diamonds & Jewellery (AD &J) together with premium Dutch brewer Heineken. AD&J is an importer and distributor of high quality watches and jewellery brands on the Dutch market.

AD&J has produced what the two companies describe as the “must have for every millionaire”, an exclusive BeerTender that serves Heineken on draught in truly sparkling style.

The BeerTender features more than 35 carats of diamonds – over 1,100 of them set in 18 carat yellow gold in a microscopic fashion into the tender,

This unique “˜line extension’ has a retail value in excess of €100,000. And it is available for sale in Cannes.

The highest bidder over €60,000 will take home the Diamond BeerTender. And what’s more, the excess will go to The Smile Train, the children’s cleft charity that was the subject of October 5’s big travel retail fund-raising dinner in Hong Kong themed “˜Turning Tears into Smiles’ organised by The Moodie Report and Hugo Boss.

The Diamond Beer Tender, first developed for the Millionaires’ Fair in 2006, will be displayed in The Scene, the official nightclub of TFWA World Exhibition, on Tuesday and Wednesday nights. It will be protected by a bodyguard though guests will be able to pour their own beer from it and have their pictures taken with an attractive Heineken promotions girl.

The promotion is designed to showcase Heineken’s new (non-diamond) BeerTender which will be introduced into duty free in 2008.

The ‘must have for every millionaire’ – a diamond-encrusted Heineken BeerTender


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