Heineken is to run a series of experiential
events at sports fixtures, music concerts and cultural festivals
under the title ‘Café Heineken’. The campaign
will kick off at rugby union’s Heineken Cup Final in May
where consumers will be able to sip Heineken in a café
style atmosphere complete with food and live music. The activity
is designed to amplify Heineken’s marketing strategy in
the rest of Europe, where the beer is promoted as a meal alternative
to wine.
