MANDATE

DISTRICT was mandated to organize a promotional sampling tour in select bars to offer targeted consumers the perfect taste experience in a Heineken draft or bottled beer. DISTRICT also created the tour information and promotional material (graphics, sales sheet, banner, backlit and standard posters).

SOLUTION

SAMPLING TOUR OBJECTIVES

  • Emphasize the importance of the Heineken serving ritual to bar staff and explain the technology behind the new ‘Star Serve’ glass

  • Encourage consumers to taste Heineken to discover or rediscover the product

  • Educate consumers on how the Heineken experience enhances beer with its elegant bottle, the right glass, and the coaster

  • Boost Heineken sales in targeted establishments

HEINEKEN SAMPLING

  • On-site, the ambassadors identify approximately 50 consumers and introduce them to Heineken with samples of draft or bottled beer

  • After distributing the samples, the ambassadors ask consumers for feedback and offer them a ticket to enter the SMS and website contest

  • The ambassadors make the SMS draw on-site and present the Heineken Beertender winner with their prize in person

NUMBER OF LOCATIONS

Our ambassadors hosted promotional sampling activities in 20 locations (10 in the Montreal area, 10 in the Quebec City area)