![\"\"](\"https:\/\/i0.wp.com\/www.beerbusinessunplugged.com\/wp-content\/uploads\/2012\/11\/Heineken-JB.jpg?resize=150%2C150\" "\\"Heineken")
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When I was a young District Sales Manager for Lone Star Brewing Company, I had the opportunity to spend quite a bit of time with Harry Jersig, Chairman and founder of the brewery.\u00a0 He grew up with Lyndon B. Johnson in South Texas and they were friends.\u00a0 On numerous occasions, Harry mentioned that LBJ served Lone Star Beer in the White House\u2026.a fact in which Harry took great pride.<\/p>\n
In the late 70’s, Paul Newman used to drink and promote Coors, however, once the United Farm Workers Union and the Gay activists started boycotting Coors for their political views, Newman switched to Budweiser.\u00a0 I always wondered, how then, did that Bud bow-tie logo get decaled on Newman’s race car?\u00a0 I’m sure it was just a coincidence.<\/p>\n
About that same time, Coors signed Lee Trevino to represent their brand.\u00a0 Since distribution was limited to west of the Mississippi, Trevino was only required to carry the logoed golf bag in those markets.\u00a0 Trevino also participated in six golf exhibitions per year, playing nine holes in specified markets.\u00a0 Not so sure those exhibitions helped Coors, but they were well attended and a lot of fun!<\/p>\n
Over the years, many celebrities have represented various beer brands. Even the great Ben Hogan once endorsed Pabst Blue Ribbon!\u00a0 Celebrities have also served as spokesmen for various brands, including Mark Harman for Coors Banquet and, of course, Ed McMann, for Budweiser.\u00a0 I always wondered just how effective was that type of marketing?<\/p>\n
It’s been published that Heineken has paid $45 million for the rights to the new James Bond movie “Skyfall.”\u00a0 This reportedly included product placement in the film and even one scene where Bond actually drinks<\/em>\u00a0a Heineken.\u00a0 There was an additional scene in \u201cSkyfall\u201d with one of the other actors drinking a Heineken while helping Bond at the headquarters of the British MIS.\u00a0 Odd that\u00a0drinking beer in that\u00a0situation would be allowed, even for the British?\u00a0 I\u2019m sure that $45 million dollars helped.<\/p>\n Recent Nielsen scans show that the Heineken\u00a0brand is up +5% and the franchise is up +4.5%,\u00a0\u00a0although the SIG numbers for November\u00a04th indicate a +4.4% for Heineken, -8.7% for the Heineken Light.\u00a0\u00a0 This increase is attributed to the movie (wonder what the world numbers look like?) which just started playing\u00a0in the US.\u00a0 After two weekends, the total global revenues are $669 million for the movie!<\/p>\n This past summer, I had lunch with of one of the leading craft brewers in the U.S..\u00a0 \u00a0We discussed what they had recently attributed to the positive increase for their \u00a0the sales numbers.\u00a0 This brewery had tried everything, including TV, but what they said were the two most impactful programs for them:\u00a0 (1) hiring “feet on the street” and \u00a0(2) upgrading packaging.\u00a0 This brewery had found that the consumer today is “looking for a story” on the package.\u00a0 \u00a0This brewery took three of their brands and added a story to the six packs.\u00a0The findings support the information from research that the consumer spends more time at the cold box than anywhere else in the store.\u00a0 Immediately sales for this particular craft beer surged on all three brands!\u00a0 If you haven’t noticed, Heineken now has the James Bond image on their packaging.<\/p>\n So the question becomes, can the $45 million dollar investment in James Bond lift the Heineken image globally?\u00a0 And, if so, for how long?\u00a0 Perhaps that question should be asked to the “most interesting man in the world,” whatever his<\/em> name is .<\/p>\n<\/div>\n <\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" When I was a young District Sales Manager for Lone Star Brewing Company, I had the opportunity to spend quite a bit of time with Harry Jersig, Chairman and founder of the brewery.\u00a0 He grew up with Lyndon B. Johnson in South Texas and they were friends.\u00a0 On numerous occasions, Harry mentioned […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_s2mail":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[1],"tags":[],"jetpack_publicize_connections":[],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p2xRTi-70","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/434"}],"collection":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=434"}],"version-history":[{"count":12,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/434\/revisions"}],"predecessor-version":[{"id":489,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/434\/revisions\/489"}],"wp:attachment":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=434"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=434"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=434"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}