Heineken USA to Launch ‘Bring Your Sunday Best’ Program

This year, Heineken USA is launching its “Bring Your Sunday Best” portfolio retail program, designed to provide consumers with hosting tips and party-relevant offers from the company’s Heineken, Dos Equis, Newcastle Brown Ale, Strongbow Cider and Tecate brands.

To kick off the program, Heineken USA has enlisted All-Pro wide receiver Keyshawn Johnson to enhance the shopping experience. Through the company’s new Portfolio Playbook mobile site, Johnson provides a series of entertaining tips that highlight his expertise and personality. The site also includes recipes, special offers and planning tools designed to promote high-margin items.

In store, the promotion will offer football-themed mass display elements, POS and cross-merchandising offers with channel-relevant brand partners including Stubb’s Legendary Bar-B-Q products (grocery), Wonderful Pistachios & Almonds (c-store and drug) and FIJI Water (liquor).

“The fall football season is in full gear and fans everywhere are making plans for their playoff and championship celebrations,” said Merrybeth Lannan, director of trade development for Heineken USA.

“Heineken USA’s portfolio includes 3 of the top 10 selling upscale beer brands during the weeks leading up to, and including, the big game,” Lannan added. “Our brands not only elevate the consumer’s experience, they also generate more retail traffic, repeat purchase and incremental profits for retailers."

Heineken USA’s Bring Your Sunday Best retail program runs Jan. 2 through February.