Heineken reveals interactive display concept for travel retailers

Heineken’s first interactive World of Beer display has been installed onboard Viking Line’s Rosella

NETHERLANDS. Heineken’s duty free team has introduced the company’s first interactive World of Beer display onboard Viking Line’s recently restored Rosella.

Thanks to the new display, shoppers can experience the variety of Heineken Group products while travelling, according to the Dutch firm.

Explaining the motivation behind the interactive innovation, Manager Global Duty Free Sean McNaughten said: “Shopper research has shown the increasing desire for more variety in beer in travel retail. As Heineken aims to be the leading brewer, concepts such as World of Beer add value to the shopper’s experience by creating an engaging in-store destination and encouraging trial and purchase.”

The World of Beer display enables retailers to customise their offer according to the shopper profile and brings great flexibility in terms of skus, McNaughten added.

World of Beer aims to create an engaging in-store destination and encourage trial and purchase

Heineken offers a wide range of brands, including the premium international brand Heineken; Italy’s number one lager brand Birra Moretti; Spain’s leading lager Cruzcampo; Czech origin Krusovice Imperial and Cerné; international brands such as Desperados, Murphy’s, Newcastle Brown Ale, Affligem and Sol; and regional and ethnic brands including Lapin Kulta and Sagres.

In addition to product and packaging variety, promotional mechanisms, customised shelf fitting and direct communication to the shopper are among other benefits.

Said Viking Line Tax Free Manager Sales & Purchasing Kim Engblom: “After the initial trial onboard Viking Line’s Rosella, we are ready for the roll-out on the full fleet. All our ships will be equipped with this value-adding concept.”

McNaughten added: “The successful exhibit of the World of Beer display on Viking Line is a testament of the initiatives we are taking to elevate our drinkers’ experience and to create interest for the beer category as a whole.”

Designed by Amsterdam-based agency Uxus, the shelving configuration of the World of Beer display was inspired by the smiling “˜e’, one of the signature elements of the Heineken brand.

The display aims to give a premium look and feel to the beer aisle and will be available in multiple formats, from a stand-alone aisle to a full wall fixture.

The World of Beer display enables travel retailers to customise their offer according to the shopper profile

Uxus has also developed the airport bar concept, the Heineken Lounge, which is already in operation on New York Newark International Airport.

Heineken Western Europe Export & Global Duty Free said it was keen to continue to develop with its travel retail partners concepts that add value to the shopper experience.

For details, contact Natascha Waterbeek, Marketing Manager Heineken, Western Europe Export & Global Duty Free, or e-mail Natascha.Waterbeek@Heineken.com

*Heineken is exhibiting at the 2011 TFWA World Exhibition (Stand number: Blue Village F13).

About Heineken

The Heineken beer brand is sold in almost every country. Visit www.heineken.com and www.heinekeninternational.com

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