Heineken seeks European cup glory

26 January, 2007

Heineken has redesigned packs of four, six and 20x33cl bottles with the Uefa Champions League logo to boost sales during the next phase of the tournament.

The new packs feature the Champions Planet promotion, which gives drinkers the chance to win tickets to matches at stadiums across Europe, as well as a new, bigger image of a bottle of Heineken covered in condensation.

Customer marketing controller Chris Duffy said: "Our research shows that 86 per cent of the football fans that enjoy the Uefa Champions League at home drink lager while watching the match. Our newly designed packs of Heineken, in conjunction with the Champions Planet promotion, will help retailers to generate excitement in-store and capitalise on this mid-week sales opportunity.

"It's been almost four years since Heineken relaunched as a premium 5 per cent lager in the UK and it is simply time for a change."

Duffy said the brand has grown year on year and it is "now a force in the UK beer market with a high-profile Champions League sponsorship".

"The new packaging reflects how far Heineken has come since relaunch."

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