25 May, 2007

UK: Heineken launches campaign to introduce British drinkers to the continental style of drinking

Heineken has launched a campaign to introduce British drinkers to the continental style of drinking, Morning Advertiser published May 22.

The centre-piece of the campaign is a 400-capacity continental bar which was launched at the rugby Heineken Cup final at Twickenham last weekend.

Cafe Heineken has been developed to echo the style of venue found in modern European cities complete with paving stones, branded umbrellas and street lighting. The cafe offers table service, tapas food and a DJ.

The mobile cafe will tour major sporting and music festivals throughout the UK.

“The experiential programme, forms a major part of our new marketing campaign which focuses on delivering better drinking experiences for consumers, through the introduction of a range of continental-style drinking initiatives,” said customer marketing controller Chris Duffy.

“Through Café Heineken we’ve created an experience which shows drinkers how they can enjoy the continental-style of drinking in the UK.”

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