Café Culture for Heineken

Post by BEcause XM

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.

Source: Marketing