Viking Line & Heineken Global Duty Free have created a powerful new in-store presentation for the beer category on board Viking Line’s Cinderella. This new category concept showcases a diverse range of premium beers and ciders in an engaging and entertaining in-store experience, adding value to the shoppers’ journey by sharing the stories behind each of the featured brands.
Launched in mid-January shoppers can discover the key elements that make the range of beers and ciders so special. For example, they can learn about the Heineken family history and the unique contribution of Heineken A-Yeast. first created in 1886, and still essential to the much-loved taste of Heineken today.
Across the displayed craft beers portfolio, shoppers can use an interactive device, neatly integrated into the display shelf. The screen invites the shopper to pick up a bottle from the display to trigger the brand-specific video, revealing the background story and tasting notes for each brand, with a selection of appealing options from across the world, ranging from Lagunitas from California, to New Zealand’s Monteith’s and Newcastle Brown Ale from the UK.
Explaining the motivation behind this interactive innovation, Koos Vrijlandt, Sales Manager Global Duty Free Heineken, said: “Our research shows that shoppers are increasingly interested in the history and heritage of our brands and they are intrigued to discover beers from across the world. This interactive tool helps them to do just that.
“We have a powerful, innovative platform here on the Cinderella with a great portfolio, plus an in-store experience that engages, entertains and educates shoppers on the category. We are excited to share a vision with Viking Line that the future growth and performance potential of the beer category will be driven by shopper engagement experiences like this.”
The new beer category onboard Cinderella is the latest in a series of innovative activities driven by Heineken in the Cruise and Ferry sector. These include the introduction of the company’s Brewlock system, a one-way keg draught solution, first launched in the cruise and ferry industry, which delivers exceptional gains in both operational efficiency and the quality of the onboard serve. The Brewlock system, winner of the “Drinks Innovation of the Year” and “Supreme Champion” in the Drinks International Travel Retail Awards 2016, is available with Heineken, Heineken Light, Newcastle Brown Ale and Strongbow Apple Cider. The Brewlock system is now featured on key cruise and ferry ships, including Viking Line.
