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Newark Airport’s 100sq m Heineken Lounge bar serves Heineken beer in a variety of packaging options, such as on-draught and in bottles, in addition to other alcoholic and non-alcoholic beverage brands, gourmet snacks and light meals |
US. Heineken USA has opened the Heineken Lounge, the company’s first branded luxury airport bar in the US, at Newark Liberty International Airport.
The 100sq m bar, located in Terminal C, began trading on 5 December 2008 and has capacity for up to 75 travellers.
The Heineken Lounge combines many of the attributes of a membership-only airline lounge and applies them to a bar open to all travellers at Newark Airport, the beer company said.
Tapping into research showing that consumers prefer branded outlets at airports, Heineken worked with Delaware North Companies, one of the world’s leading hospitality and food service providers, to create “an engaging, entertaining experience”.
The new bar serves products such as Heineken Extra Cold and Heineken Premium Light in a variety of packaging options, such as on-draught and in bottles. Other alcoholic and non-alcoholic beverage brands are also on the menu as well as premium, gourmet snacks and light meals.
Specially-designed furniture and customised, private cabanas help deliver a lounge experience different from other F&B options in the terminal, Heineken said.
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Specially-designed furniture (top left) and customised, private cabanas (above) help deliver a lounge experience, and flat-screen televisions display footage from Heineken-sponsored sporting, film and music events |
Entertainment also plays an integral role, with flat-screen televisions displaying footage from Heineken-sponsored sporting, film and music events worldwide.
“Heineken constantly looks for opportunities to create innovative and engaging experiences for consumers as part of our effort to further build brand equity and drive growth of the brand,” said Heineken brand equity Vice President of Marketing Filip Wouters.
“The Heineken Lounge is a luxury bar that showcases the brand in a unique environment away from the hectic pace of today’s airports. We’re excited about the opportunity to connect with millions of international travellers who can now experience the welcoming, global nature of the brand as they prepare to depart on their own adventure.”
Matt King, President of Delaware North’s Travel Hospitality Services Division, commented: “It was an exciting and rewarding process working with Heineken to bring the Heineken Lounge to Newark Liberty International Airport. We look forward to inviting travellers to kick-back and relax in style at the Heineken Lounge. This is just another example of how we are dedicated to bringing innovative brands to travellers across the country.”
Delaware North Companies Travel Hospitality Services operates 300 US brand restaurants and retail outlets in more than 20 major airports, including Los Angeles and Detroit Metro. Delaware North Companies is one of the largest privately held companies in the US with revenues exceeding US$2 billion annually.
Newark’s Heineken Lounge operates from 9am to 9pm.
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