Heineken keg goes on tour

14 August, 2007

Heineken UK has launched an experiential marketing campaign to promote its new draught keg.

A Heineken-branded mini-van will tour the country giving consumers the chance to sample the five-litre DraughtKeg, which has a carbon dioxide lozenge to keep the beer fresh and give it a continental-style head when poured.

The van will travel to major train stations and shopping centres across the UK, including in London, Bristol, Birmingham and Manchester.

Customer marketing controller Chris Duffy said: “The Heineken DraughtKeg is the perfect format for parties and barbecues, and is set to be a great seller during the Rugby World Cup next month.

“This experiential campaign has been developed to raise visibility of this innovative new format. Over the next two months, thousands of consumers will have the chance to test out and, importantly, taste the quality of the new DraughtKeg, and we’re confident they’ll be seeking out the keg in-store soon.”

The keg is currently on sale in Sainsbury’s, Threshers and Makro.




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How to win the World Cup

It will soon be time for the World Cup, which kicks off on June 14 when host nation Russia takes on Saudi Arabia. Even with over four weeks to go, we are already starting to see the retailers get behind the tournament with special packs, sticker albums, football merchandise and team kits in stores.

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