Heineken breaks all the music marketing rules, becoming more than a sponsor - highlighting its undisputed leadership in the premium beer market

General Press Releases Wednesday February 7, 2018 16:43
Bangkok--7 Feb--ABM

Heineken(R) breaks all the music marketing rules, becoming more than a sponsor by fulfilling beyond premium experiences in support of three major music festivals highlighting its undisputed leadership in the premium beer market

And also launches Heineken(R) Star Hive to leverage a unique premium music experience in its own unique style

Heineken, the world-class premium beverage brand and leader in international music festival experiences is taking things to a new level early this year through "Heineken(R) Open Your Music 2018" which will organize three major music festivals: "YAK Festival," "S2O Songkran Music Festival," and "Sensation Thailand 2018 presented by Heineken." Heineken will also leverage different and premium music experiences through its "Five-Star Music Experience" strategy presenting phenomenal experiences to a new generation at each music festival through "Heineken(R) Star Hive" addressing the needs of consumers in true premium style, including distinctive music experiences and creating valuable brand recognition.

Ms. Pattapanee Ekahitanond, Marketing Manager for Heineken and Strongbow at TAP Group in Thailand, said, "Music Marketing is a significant strategy that is driving Heineken's growth in the premium beer market, and always strengthens our brand. In 2018, we will continue to sponsor grand music festivals to emphasize Heineken's leadership in the premium beer market which helps to connect our brand to consumers' lifestyles under our brand DNA of Heineken(R) Open Your Music 2018. Heineken will broaden its role as a traditional sponsor to music festivals by applying the "Five-Star Music Experience" strategy to bring the music experience to another level making all music festivals sponsored by Heineken even more remarkable with moments to look forward to, to surprise you, and which you will not want to miss, providing the ultimate experience."

Heineken will help bring to life three grand music festivals in the first half of 2018 which will rock every music platform, from a local to a global scale:
1) "YAK Festival": A revolutionary lifestyle music festival which will bring togetherpeople of all interests and styles to unite at one festival in partnership with "Ted Yuthana," the lord of music festivals.
2) "S2O Songkran Music Festival": Thailand's national music festival is packed full of Thais and international music lovers who will enjoy a complete package of spectacular lights and sounds.

3) "Sensation Thailand 2018 presented by Heineken": Thailand will be the first country to throw this party in 2018, the legend of the white party will make history as the biggest global electronic musicphenomenon which all Thais have been waiting for.

Sponsorship supporting these three massive music festivals will leverage different and remarkable experiences through Heineken(R) Star Hive which addresses all the needs of the new generation and provide convenience to music lovers in five dimensions in line with Heineken's five-point star logo: 1. A phenomenal music experience; 2. Premium accommodations; 3. First-class facilities; 4. An unrivaled drinking experience; 5. Continuity in sustainable social responsibility.

Stay tuned as Heineken will allow you to open your world through a pioneering mega-experience at the "YAK Festival" a lifestyle music festival where everyone will enjoy an unexpected premium experience highlighted by the Star Hive Accommodation which will offer chic accommodations that stand out in a cool bee hive shape allowing guests to relax and soak up the atmosphere of exclusivity.

"Heineken wants to ensure that this new cycle of music marketing will help to emphasize our leadership in providing distinctive music festivals and premium music experiences for everyone to feel the difference and to Open Your Music. We expect to reach over 10 million people in our target groups, an increase of 20% from last year for these three mega music festivals. Currently, Heineken is experiencing strong growth as the leader in the premium segment at 78% which counts for 3.5 billion baht in value from 4.8 billion in the overall premium market. Our music marketing strategy doesn't directly address our demand in building sales value, rather, we fundamentally believe that music is an important bridge that connects Heineken with our consumers' lifestyles which in turn, helps emphasize our image as the leader in international music experiences."


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