Heineken taking flight

Heineken International is creating a chain of branded bars in airports worldwide.

The Dutch brewer debuted its beer bar in the Hong Kong International Airport, complete with Heineken-branded equipment, T-shirts and consumables. Its own beer is the only one available on tap, but it will sell bottled versions of other brands.

According to several industry research reports, beer is the No. 2 most popular drink in airports, behind only coffee.

Erik van de Ven, manager Duty Free & Travel Retail Heineken International, commented: “In a highly cosmopolitan environment like a major airport, there are clear commercial benefits to using the only truly international premium beer brand, Heineken, as the unique attraction for travellers. Experience demonstrates that branded bars in local markets attract more consumers and are substantially more profitable than unbranded bars. In an airport environment we expect even better results.”

The first Heineken Bar has a seating capacity of 70. It sells a selection of alcoholic and non-alcoholic beverages and snacks. The bar also broadcasts Heineken-sponsored international sport, film and music events.

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