Heineken rolls out the barrel for spring

07 March, 2008

Heineken is rolling out its 5-litre DraughtKeg across the off-trade ahead of a major sales push in spring and summer.

The keg has been on trial in Sainsbury's, Threshers and Makro since last summer, and Heineken said it sold well, especially over Christmas. It will now roll out to Tesco, Morrisons, Waitrose, Somerfield, Booker, Nisa-Today's, Costcutter, Spar and†others.

Heineken is backing the roll-out with promotions, bespoke and generic POS items including floor-ready display units, and a spring burst of advertising to drive awareness.

Customer marketing controller Chris Duffy said: "With the final rounds of the Heineken Cup coming up in April and May and, providing we have a good summer this year, the onset of the barbecue season picking up after the Heineken Cup final, we wanted to extend distribution of DraughtKeg now so that all

our customers will have the opportunity to stock and benefit from the 5-litre pack for these key sales periods."

DraughtKeg retails at £13.79-£13.99, which means it costs £2.80 per litre - 63 per cent more than the average £1.72 for lager, according to Heineken.




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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