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MAR 2007

Heineken Hopes Branding Will Fly at Airport Bars†

Heineken wants to bring the Starbucks Coffee experience to beer.

Wall Street Journal, March 16, 2007 — A new bar at Hong Kong's international airport serves up as much Heineken NV branding as it does beer. Bar stools reflecting green neon match the Heineken-logo T-shirts for sale. TV screens show Heineken ads and sports events sponsored by the company. While the bar sells other beers as well as wine and spirits, only Heineken-owned brands are available on tap.

Categories: Brand Strategy, Customer Experience
Tags: Heineken, Starbucks, Retail Design

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