Plans for the February 24 launch of the new five per cent version of Heineken are well underway. Although Heineken UK, a London-based subsidiary of the Dutch brewer, is keeping its marketing plans under wraps until the new year, thePublican.com can reveal that as well as a new chrome font, the brand is underlining its premium credentials with the introduction of European-style glass rinsers.
"As well as cooling the glass down to the right temperature and helping head retention, the glass rinsers will put something back into the theatre of dispense," said Robin Curtis, Heineken UK's trade marketing controller. "In premium outlets where quality is front of mind the response has been fantastic."
In its efforts to become a major player in the premium lager category, the brand will be spending £7m on advertising and £24m on marketing in 2003.
Mr Curtis said: "We know we have got a big perception test on our hands. We must educate the consumer and the trade that this is the new premium version of Heineken which is brewed in Holland."
He added that Heineken will initially be targeted at the top five per cent of draught outlets and he recommended a price of 10 to 15 pence more than Stella Artois.
"Quality and distribution are key rather than volume and we are confident that we can grow the brand and the premium lager category. We've got all the excitement of a dotcom start-up with the resources of an established world player."
This month, the brand's Mobile Heineken Experience (MHE), a branded Winnebago, will be taking to the roads in an effort to inform the trade of the changes in store for Heineken.
John Rickets, sales director for Heineken UK said: "The MHE gives us the opportunity to present the new Heineken Premium five per cent in a totally unique environment."