Heineken USA Rolls Out ‘What’s Your Play’ Retail Program


New York, NY – HEINEKEN USA, a leading importer of upscale beer brands, is upping the stakes on game day with its What’s Your Play? portfolio retail program running from January 1 through February 28. The comprehensive program includes eye-catching football themed POS materials, digital partnerships, a Twitter-driven sweepstakes, and cross-merchandising opportunities to inspire the LDA+ men of the world to up their game by choosing Heineken, Heineken Light, Dos Equis, Tecate, Tecate Light and Strongbow Hard Ciders for their game day celebrations.

Last season’s What’s Your Play? program saw tremendous success with numerous shopper impressions and a 1% lift across the portfolio[1]. Fans rallied behind the program to share their quick-witted plays to impress the boss, win at romance and be the champion of the game day party. Leveraging this success, Heineken is offering bigger challenges, bigger prizes and new ways to answer What’s Your Play? this football season.

“Men aren’t looking for a beer that says they’re an expert on football,” said Ralph Rijks, Senior Vice President of Marketing, HEINEKEN USA. “In fact, the Heineken drinker loves the opportunity for a get together with friends that the game provides as much as the game itself. The What’s Your Play? program inspires men to choose HEINEKEN USA’s premium import brands to share with friends and elevate their game day experience.”

To kick off the program, consumers are invited to follow @WhatsYourPlay on Twitter. On football game days, portfolio brands and @WhatsYourPlay will be asking fans to share their best plays for life’s daily challenges. Fans reply via Twitter with their entries for a chance to win prizes and receive a digital coupon, via return tweet, driving them back in store for additional purchase.

To drive awareness of the program, HEINEKEN USA is incorporating strategic digital partnerships. Native ads and videos on mobile apps such as Ibotta and Yelp help to get Heineken on the shopping list for the big game party and drive traffic in-store. Unique HUSA football themed invites are also available for consumers to get the word out about their game day celebrations through E-vite.

In store, dynamic POS will encourage shoppers to choose HEINEKEN USA brands for their game day festivities and follow @WhatsYourPlay on twitter to participate in giveaways. Compelling cross-merchandising offers, IRCs and MIRs (where legal) deliver shopper value with discounts on party essentials including chips, dips and deli platters, driving increased basket rings at retail.

“What’s Your Play is a winning proposition for retailers,” added Rijks. “This year’s program elements are designed to not only generate higher basket rings during patron’s shopping experience, but also offer compelling incentives to return to the store for repeat purchases throughout the program period.”

About Heineken USA

HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of Heineken International BV, the world’s most international brewer. European brands imported into the U.S. include Heineken, the world’s most international beer brand, Strongbow Hard Apple Ciders, Amstel Light, and Newcastle Brown Ale. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.