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Greg Graves, Managing Director of Duty Free & Travel Retail |
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Heineken’s five-litre DraughtKeg |
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BeerTender counter-top draught system |
NETHERLANDS. Greg Graves set out his vision for the leading beer brand during his first TFWA World Exhibition as head of Heineken’s travel retail division.
Graves previously worked at Heineken in the US and took over as Managing Director of Duty Free & Travel Retail in August from Erik van de Ven, who is now General Manager Heineken Taiwan.
During a TFWA press briefing Graves touched on plans to open two more Heineken bars in the first quarter of 2008, following the success of the first branded Heineken bar at Hong Kong International Airport, which opened in March this year.
The 100sq m Hong Kong bar is a spacious venue with room for 70 people where Heineken and Heineken Extra Cold beers are available on tap, in addition to other Heineken-owned brands (alcoholic and non-alcoholic) and snacks. The interactive concept enables consumers to try out new Heineken innovations such as the DraughtKeg as well as listen to music and watch Heineken-sponsored movies and international sporting events.
Turning to the brand’s global performance, Graves reported positive growth in both airport shops and onboard airlines and, regionally, he noted the upward sales trend in the emerging markets of Eastern Europe and Asia.
For 2008 Heineken will focus on four major promotions:
– UEFA Champions League football promotion featuring premium merchandise.
– BeerTender and DraughtKeg promotions (see below).
– Speaker Crates promotion: a gift pack containing two hi-tech Heineken branded speakers, designed for a laptop or iPod, aimed at outlets such as border stores.
– The 22nd James Bond movie promotion, following last year’s partnership with the Casino Royale blockbuster film.
According to the Dutch company’s estimates, Heineken holds number-one positions in the premium beer segment globally on cruise lines, airlines, airports and with the US military. Overall the travel retail division counts over 150 customers.
Part of the company’s success is attributed to product innovations. These have included the DraughtKeg which, up to the end of June 2007, has been introduced in 60 countries and has sold more than five million five-litre kegs.
The latest spin-off for 2007 is the BeerTender home draught system, designed to sit on a counter-top, for example onboard smaller cruise ships and smaller venues.
A diamond-encrusted BeerTender even went up for auction during the TFWA show in aid of the Smile Train charity, though the opening bid of €60,000 proved too much for the guests at the Scene nightclub, where the eye-catching creation was on display. But party-goers could still pour their own drinks from the world’s most expensive BeerTender, which is owned by Amsterdam Diamonds & Jewellery.
Other novelties forming part of the company’s 2008 portfolio include the 20-litre David and Xtreme Draught mobile draught systems and Heineken Extra Cold ice-cold beer.
MORE STORIES ON HEINEKEN
Melvin Broekaart leaves Heineken Duty Free & Travel Retail for new role in South America – 22/10/07
Heineken & Amsterdam Diamonds & Jewellery add sparkle to Cannes with a unique Tender – 17/10/07
