The HEINEKEN Company USA

Marvel’s Deadpool & Wolverine Partnership Puts Heineken® Silver on the Silver Screen

hbarnes — Tue, 09 Jul 2024 18:19:37 +0000

Marvel’s Deadpool & Wolverine Partnership Puts Heineken® Silver on the Silver Screen hbarnes Jul 09 2024

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This summer, experience the magic of legendary summers with a grown-up twist: an epic superhero film and a world-class beer. Heineken® returns to the Marvel Cinematic Universe (MCU), this time with Heineken® Silver celebrating the release of Marvel Studios’ Deadpool & Wolverine.

An extension of Heineken® Silver’s “All the Taste, No Bitter Endings” campaign, this collab features a must-see TV spot with Ryan Reynolds (Deadpool) and Hugh Jackman (Wolverine) playfully finding common ground over Heineken® Silver. Ever the peacemaker, Deadpool offers the always-agitated Wolverine a Heineken® Silver, suggesting they enjoy the refreshing beer together instead of fighting. As “Just the Two of Us” by Bill Withers and Grover Washington, Jr. cues up, fans see Heineken® Silver become the perfect bridge to resolve the legendary bitterness between Deadpool and Wolverine. Catch the full spot HERE.

This campaign perfectly embodies Heineken® Silver’s ethos to ditch bitterness and cultivate connections. With only 2.9 carbs and 95 calories, it’s the ultimate light beer, whether you're a superhero or just the hero of the backyard BBQ. The campaign also includes in-store promotions, a dynamic digital and social media presence, and even a bespoke sweepstakes featuring collectible movie-themed prizes and Heineken® Silver swag. Follow @Heineken_US for more details.

“We’re happy to be entering the MCU with Heineken® Silver. Nothing gets you through the long and frequently confusing days in the multiverse like the crisp and refreshing taste of Heineken® Silver,” said Ryan Reynolds and Hugh Jackman in their first-ever joint statement.

Heineken® has been mingling with Marvel Studios since 2021, featuring integrations in The Falcon and The Winter Soldier as well as a Super Bowl ad for Ant-Man and The Wasp: Quantumania. Because even superheroes need a moment to chill with a cold one.

Deadpool & Wolverine hits U.S. theaters on July 26^th. Heineken® Silver can hit your fridge today.

Published Date

Jun 20 2024

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20 JUNE 2024

HEINEKEN USA’s 3rd Installment of Behind the Label Explores the Perspectives and Misperceptions of the Alcoholic Beverage Industry

hbarnes — Mon, 25 Mar 2024 17:09:42 +0000

HEINEKEN USA’s 3rd Installment of Behind the Label Explores the Perspectives and Misperceptions of the Alcoholic Beverage Industry hbarnes Mar 25 2024

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Over the past two years, HEINEKEN USA’s Behind the Label reports have shed light on gender diversity issues and underlined the importance of fostering a sense of belonging and inclusion in the alcoholic beverage industry. Behind the Label’s third installment – Redefining What it Means to Work in the Alcoholic Beverage Industry – moves beyond internal dynamics to examine external perspectives and misperceptions. The report uncovers intriguing insights into talent acquisition challenges in the industry and illuminates the diverse array of roles and growth opportunities available to individuals from all backgrounds.

Positive Perceptions

The report's comprehensive analysis, blending quantitative data with over 1,000 qualitative interviews, reveals largely positive perceptions of the industry. A considerable 71% of respondents find the industry appealing, associating the terms innovative (36%) and forward-thinking (32%) with it. A large majority (82%) say responsible consumption messaging has driven their favor. According to the findings, there is also broad agreement (82%) that the industry does a good job with sustainability and environmental initiatives. But there remains a disconnect in understanding the breadth of opportunities within it.

Lingering Misconceptions

When surveyed about work environments associated with the industry, respondents commonly cited bars/restaurants (38%) or breweries/distilleries (24%), with minimal associations with office (6%) or lab (6%) settings, despite their prevalence in many companies. Additionally, the types of professionals least expected to work in the industry include biologists (39%), lawyers (36%), and IT specialists (30%), contrasting with actual talent needs like product quality control, regulatory compliance, and technology implementation. Furthermore, less than 30% of respondents see the industry as offering career growth opportunities, highlighting a lack of understanding regarding long-term development prospects.

Demographic Disparities

51% of respondents think the alcoholic beverage industry would be a good or excellent place to work, compared to just 11% who say they think it would be a challenging or bad place to work. However, differences in opinion emerge when we look at demographics like gender and race. 58% of men think that the industry would be a good or excellent place to work, compared to 45% of women. And only 47% of Black Americans hold this positive perception of the industry, compared to 54% and 59% of white and Hispanic Americans, respectively.

A Focus on Increasing Representation, Educating Talent, and Spotlighting Work

With 52% of respondents saying they have never considered working in the industry, HEINEKEN USA knows concerted efforts are needed to dispel misperceptions, actively educate talent on the dynamic nature of careers within the sector, and foster a culture of belonging, particularly with Black Americans and women. A more effective narrative will propel the alcoholic beverage industry into a more diverse and vibrant workforce that attracts, shapes, and retains the next generation of industry leaders Behind the Label.

“We must take the collective love that we feel for our industry and use that as fuel to showcase the diversity of our people and our work. We need to educate people on the opportunities the industry offers, much in the same way we educate them on product choices.”

– Maggie Timoney, CEO of HEINEKEN USA

Visit HEINEKENUSA.com to read the full report and learn more about HEINEKEN USA's Behind the Label initiative.

Published Date

Mar 25 2024

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03 MARCH 2024

Coachella and Heineken® Silver: A Match Made in the California Desert

hbarnes — Tue, 19 Sep 2023 14:54:05 +0000

Coachella and Heineken® Silver: A Match Made in the California Desert hbarnes Sep 19 2023

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Of course, there’s the music. The iconic performances. The surprise collabs. The nearly 25 years of Coachella as the holy grail of music festivals. But let’s talk about Coachella’s other superpower: unforgettable moments shared with others. A mantra long shared by Heineken®. Coachella’s carefree, celebratory vibes allow festivalgoers to fully immerse in the experience and embrace the spirit of the event with friends (and strangers turned instant friends). Here are 3 things Heineken® amplified this year at Coachella to celebrate these types of moments:

The beer. Coachella has always been a mecca for newcomers. New artists. New music. New fits. And now, a new brew. 2023 festivalgoers were among the first in the country to taste Heineken® Silver, the new star in the Heineken® portfolio. Debuting as the Official Beer of Coachella, sipping Silver quickly became the gold standard in the sun-drenched desert. Heineken® Silver is brewed to create crisp, full-bodied flavor without a bitter finish. At 4% alcohol by volume (ABV), with only 3.2 carbs and 95 calories in a 12-oz serving, it’s a world class light beer, made with premium ingredients, that doesn’t sacrifice taste. Fulfilling, without that vibe-killing full feeling. Keeping you at your best. And light on your feet for festival-ing or any social occasion!

The Heineken® House. Throwing actual shade, the iconic Heineken® House at Coachella is an oasis within an oasis. This year’s Heineken® House and Beer Garden was remixed with a different look, a Silver one, and housed an extraordinary mashup of hops and harmony. Always one of the most anticipated “stages” on the grounds, the stacked Heineken® House lineup boasted hip-hop legends Method Man and Redman, the incredible DJ Pee .Wee (Anderson .Paak), and other talent across both weekends that, in true Coachella spirit, embraced an eclectic and genre-adjacent mix.

The Heineken® House Beer Garden was a social space for refreshment and respite, featuring a terrace, misters, shade, and an LED screen to view performances while enjoying ice-cold Heineken® Silver with others. Plus, perfectly post-able moments courtesy of the immersive “Hold My Beer” Wall, Arch Swing Installation, and Selfie Mirror Station. Also spotted: a host of our influencer partners like Chad Kerley, Niamh Adkins, and Daniel Mac, as well as celebs like Adam DiMarco and Kathryn Newton.

We’ll let Heineken® Silver take it from here.

Enjoy Heineken® Responsibly. ©2022 Heineken®, Imported by Heineken USA, White Plains, NY. Share with 21+ only. Heineken® products for the USA are brewed and packaged by Heineken Brouwerijen B.V. Amsterdam, Holland.

Published Date

Jul 14 2023

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25 JULY 2023

Red Stripe® Celebrates the Culmination of Caribbean Heritage Month with "DanceHall of Fame"

hbarnes — Tue, 19 Sep 2023 14:42:44 +0000

Red Stripe® Celebrates the Culmination of Caribbean Heritage Month with "DanceHall of Fame" hbarnes Sep 19 2023

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Think you don’t know dancehall music? Think again. The last decade has seen chart-topping, dancehall-infused songs from artists like Rihanna, Drake, and Beyoncé. Born in Jamaica in the 1970s as a self-expressive voice of the Kingston streets, dancehall has carved its niche in the global music landscape with its danceable rhythms, unapologetic spirit, and ever-evolving collabs with mainstream artists.

Red Stripe® has poured nearly 100 years of history into its iconic Jamaican beer. And now it has two new pours: Red Stripe Rum Punch and Red Stripe Rum Mojito, canned cocktails crafted with Caribbean rum. With June marking Jamaican and Caribbean American Heritage Month, it was the perfect time to celebrate these new sips alongside dancehall greats and emerging dancehall talents at Wyn Carib in Miami for Red Stripe’s DanceHall of Fame event. While no city heats up quite like Miami, June 26^th saw it ablaze with this vivid fete of Caribbean music and culture.

The DanceHall of Fame event featured legendary Jamaican duo Chaka Demus & Pliers, who performed their classics, including "Murder She Wrote." Emcee and beloved radio personality Slim City led a special presentation honoring Chaka Demus & Pliers as well as acclaimed dancehall recording artist Konshens. To commemorate the event, a vibrant mural celebrating dancehall legends and culture by local muralist Nate Dee was unveiled in Wynwood Marketplace, a Miami staple that features an array of murals painted on a unique wall of stacked shipping containers.

And, of course, Red Stripe sampled the rum drinks! Crafted with the next generation of consumers in mind, Red Stripe Rum Punch (sweet with vibrant tropical flavor) and Red Stripe Rum Mojito (smooth with classic citrusy flavor) give a head nod to those who express themselves fully and freely. With an ABV of 5.9%, the ready-to-drink cocktails are now available in Florida and select markets across the northeast in 4 packs of slim 12-oz cans.

"We want to thank Red Stripe for honoring us as dancehall legends," said Chaka Demus. Pliers added, "I love seeing how music and Caribbean culture bring us all together. We'll never forget where we came from."

Dancehall music shares the stories of Jamaica. Red Stripe shares the flavors.

Published Date

Jun 26 2023

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26 JUNE 2023

A New Star Is Born: Heineken® Silver

hbarnes — Tue, 18 Jul 2023 17:20:44 +0000

A New Star Is Born: Heineken® Silver hbarnes Jul 18 2023

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They say it’s the journey, not the destination. But for Heineken®’s newest star – Heineken® Silver – it’s both! Heineken Silver has been over four years in the making… because it requires a great journey to develop a great brew, especially one with a red star on the label. And it’s the most anticipated product launch in HEINEKEN USA’s history.

Maybe the most important thing to know about Heineken Silver is that it’s brewed specifically for the American palate. During brewing, it’s cooled to an ice-cold -1° Celsius to promote a fresh taste without a bitter finish. Heineken Silver’s crisp, extra-refreshing flavor profile aligns with trends toward lighter, lower-cal, and lower-carb beverages for a new generation of consumers committed to conscious lifestyles. Crafted with malted barley, hops, water, and a small but significant extra ingredient, Heineken®'s signature A-Yeast, Heineken® Silver stays true to the premium quality of the Heineken® brand.

“Heineken Silver aims to appeal to a broader range of consumer tastes,” says Borja Manso Salinas, Vice President of Marketing for Heineken Brand USA. “Perfect for the experience-seeking consumer, this new beer is a refreshing complement to a day at the beach, festival, racetrack, or wherever people spend time with friends without wanting to fill up.”

The first installment of the “All the Taste, No Bitter Endings” campaign has dropped, featuring Heineken Silver as the hero that prevents the bitter ending of a cinematic Viking love story. Upcoming spots will show Heineken Silver re-writing more of culture's most bitter endings, past and present. The new brew will also be prominently featured at Heineken’s famous partnership events, including Coachella, the US Open Tennis Championships, MLS, and Formula 1 races, plus title sponsorship of the much-anticipated Formula 1 Heineken Silver Las Vegas Grand Prix in November.

Now, you can find Heineken Silver on shelves nationwide as the newest option in the light lager category, a category that makes up nearly half of the U.S. beer market. It comes in 12-oz slim cans, 12-oz bottles, and 24-oz cans. With 4% ABV, 3.2 carbs, 95 calories, and only 5 IBUs (International Bitterness Units) in a 12-oz serving, it’s a sessionable addition to Heineken’s iconic lineup.

As the Heineken brand celebrates its 150^th anniversary this year, it has been known for generations that good things come in green bottles. And now, silver cans.

Published Date

May 01 2023

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01 MAY 2023

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rdacosta — Thu, 08 Jun 2023 18:44:21 +0000

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rdacosta — Wed, 24 May 2023 21:09:00 +0000

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Heineken® 0.0’S SUPER BOWL TOUCHDOWN

hbarnes — Tue, 04 Apr 2023 14:13:30 +0000

Heineken® 0.0’S SUPER BOWL TOUCHDOWN hbarnes Apr 04 2023

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Forget Rihanna’s outfit, the nail-biting final minutes, and the 1.45 billion chicken wings eaten. Super Bowl LVII was all about the great American tradition of TV commercials. And while beer ads are synonymous with sporting events, there has never been a zero-alcohol beer commercial during the big game. Until now! Heineken® 0.0 was the first non-alcoholic beer featured in a coveted spot during the Super Bowl.

Heineken® 0.0 and Marvel Studios teamed up to celebrate the release of Ant-Man and The Wasp: Quantumania while also showcasing Heineken® 0.0’s commitment to responsible consumption. The humorous spot features Paul Rudd as Ant-Man, enjoying a Heineken® 0.0 while reading strategically placed sticky notes left for him. One warns about the dangers of shrinking and drinking. “Obviously,” Rudd responds. Another note says not to give alcohol to the ants, even if they ask. “Not a problem...” he says, reading the label, “Alcohol-free.” He then sees the ants working together to confiscate a Heineken® 0.0. “Guys, come on! It’s my last one!”

The collab between Heineken® 0.0 and Marvel Studios’ Ant-Man and The Wasp: Quantumania not only illustrates how fans and superheroes can drink (and shrink) responsibly, it also reflects the relevance of the alcohol-free category and its culture. With the rise of short-term challenges like Dry January and Sober October, consumers are more intentional about when they drink alcohol and when they choose to abstain. Mindful drinking lifestyles now have consumers reaching for no- and low-alcohol beverage options year-round to moderate alcohol consumption rather than abstain from it.

Heineken® 0.0 was one of the first major products in the growing no- and low-alcohol category, launching globally in 2017 and in the U.S. in 2019. It tastes like Heineken® because it is Heineken®. Without alcohol. The rising interest in moderate and responsible consumption allowed Heineken® to take a decidedly different approach to traditional alcoholic beverage advertisements during the Super Bowl by highlighting Heineken® 0.0, the leading alcohol-free brew in the U.S.

Although football season has come to an end, Heineken® 0.0 is just getting started. It’s an ice-cold superhero hanging out in your fridge. There’s never been a better time to reach for an option when you want a beer, but don’t want the alcohol.

Check out the 60-second Heineken® 0.0 spot here: https://lnkd.in/ensrUUe4

Published Date

Feb 12 2023

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12 FEBRUARY 2023

Tecate ALTA® Helps Redefine What a Night at the Symphony Looks and Sounds Like

hbarnes — Thu, 05 Jan 2023 15:43:29 +0000

Tecate ALTA® Helps Redefine What a Night at the Symphony Looks and Sounds Like hbarnes Jan 05 2023

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Music can transport you to new places. It can also make you realize you’re exactly where you belong. Last month, Tecate® ALTA™ joined forces with the San Francisco Philharmonic to create ALTA Sinfónica, a one-night concert experience that blended classical music with hip-hop, regional Mexican, and dancehall sounds. It was a big stage with an even bigger concept: everyone is welcome.

ALTA Sinfónica’s reimagined approach to classical music united audiences with a fusion of cultures through music. Because music doesn't judge, it connects artists and listeners from all backgrounds.

“ALTA Sinfónica showcased the beauty and power of what is possible when different ideas and identities come together to bring their all," said Tecate® Sr. Brand Director, Oscar Martinez. "Tecate® ALTA™ is all about blurring lines, welcoming unique perspectives, and embracing what makes us different."

Held in San Francisco’s historic Herbst Theater, ALTA Sinfónica was led by Jessica Bejarano, Mexican-American conductor, founder, and musical director of the San Francisco Philharmonic. It featured collabs with talented Latin artists who are making a difference in today’s musical landscape: Snow Tha Product (Latin Grammy-nominated freestyle rap and hip-hop artist who proudly represents being Mexican-American in her music), Oscar Cortez (Los Angeles native known for his signature "callejero" style, blending regional Mexican corridos with urban sounds), and Los Rakas (Afro-Latino, Grammy-nominated cousins Raka Rich and Raka Dun, Panamanians by way of the Bay Area, who create Latin-urban music blending hip-hop, plena, reggae, and dancehall sounds).

The extraordinary artists redefined the sounds of the symphony in their own unique ways, embracing a freedom of expression that paves the way for the new sounds of tomorrow. And 100% of the proceeds from each $25 ticket benefitted San Francisco Philharmonic community programs.

ALTA Sinfónica captured the essence of the Latin artists behind the beats, behind the lyrics, and behind the conductor’s baton. Because visibility matters. In a concert hall and in life.

Check out ALTA Sinfónica’s behind-the-scenes docuseries here: Act I, Act II, Act III

Published Date

Jan 05 2023

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05 JANUARY 2023

HEINEKEN USA's Second Behind the Label Report Dives into Inclusion and Belonging in the US Alcoholic Beverage Industry

hbarnes — Mon, 12 Dec 2022 17:38:41 +0000

HEINEKEN USA's Second Behind the Label Report Dives into Inclusion and Belonging in the US Alcoholic Beverage Industry hbarnes Dec 12 2022

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Today, HEINEKEN USA announced the release of "Fostering Belonging & Inclusion in the Alcoholic Beverage Industry," the second report within its ongoing Behind the Label program. Expanding on last year's gender diversity findings, the report draws on alcoholic beverage employees' perspectives on bias and inclusion in the industry, and how organizations can address both to improve belonging across the workforce.

In looking at employees' experiences, the research showed that a majority (86%) say they have experienced some type of personal bias during their time in the industry. These employees recognize that efforts are being made to address these issues and 70% say they are confident in their company's ability to improve inclusion and diversity.

While they point to a variety of things that their organizations are doing, those surveyed indicate that focusing on authenticity, representation and transparency in their day-to-day interactions will have the most impact on their sense of belonging.

Inspired by Representation and Authenticity
Connection and representation play an important role in the factors employees feel most inspired by and which influence how they behave. More than four in five (82%) employees belonging to underrepresented groups feel they must mirror their colleagues to "fit into" the industry. Those pressures can be lessened, though, by the programs that organizations offer. For example, close to half (43%) of respondents say that a greater focus on advancement opportunities such as mentorship has encouraged them to stay in the industry. This was closely followed by 40% of employees saying that access to Employee Resource Groups (ERGs) with diverse representation encouraged them to remain in the field. These advancement opportunities address the heart of a company's culture – they produce feelings of deeper belonging within employees as they encourage colleagues to work together through mutual trust and open communication.

"Our industry is built on bringing people together – celebrating what makes each of us unique while enjoying the similarities that make us feel connected. This was part of the inspiration behind the second chapter of Behind the Label. We wanted to understand what people in the industry needed in order to feel like they belong and how we can best address those needs," said Maggie Timoney, CEO of HEINEKEN USA. "We want to foster an environment that encourages people to be their authentic selves, both in and out of the workplace, without fearing that they won't be accepted."

Driving Greater Transparency
While employees report being inspired by the connections they make with their managers and colleagues, they are also very focused on understanding the factors which influence their achievements in the workplace. Their responses show a strong desire for greater transparency from organizations. More than half (54%) believe there is a lack of pay equality in the workplace. What's more – leaders share these same worries. Senior executives (68%) were more likely to share concerns about a lack of pay equality than those at the mid-level or lower.

More than a third (38%) of the employees surveyed ranked clear benchmarks for advancement as one of the most important factors for ensuring their success at work. This was followed closely by greater transparency on pay equity, which 37% of employees included in the top three changes they'd like to see the industry make. Employees want to better understand when they are succeeding, where they should focus their time to advance in their careers and how such benchmarks are tied to their compensation.

Through the multi-year Behind the Label program, HEINEKEN USA seeks to further explore the industry in order to strengthen the bonds between its people. By identifying the areas that will help to foster strong cultures of belonging in the industry, the organization aims to champion inclusion efforts for the good of its employees and others.

Methodology
On behalf of HEINEKEN USA (HUSA), in August 2022 Wakefield Research surveyed more than 500 US-based adults employed by alcoholic beverage manufacturers, with oversamples for 200 female, 100 Hispanic/Latino and 100 Black/African-American employees. The data has been weighted and the results of any sample are subject to sampling variation.

In addition to the survey findings, the team synthesized research from several third-party resources, including Gallup, Gartner, Edelman and EY.

Published Date

Dec 12 2022

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12 DECEMBER 2022