On the eve of the 2014 Commonwealth Games, HEINEKEN are fully prepared for the influx of tourists that the event is expected to attract. The Official Beer & Cider Provider for the Commonwealth Games, HEINEKEN are providing all of the beer and cider on sale to spectators at licensed bars within official Games venues.
John Gemmell, Trading Director North, On Trade Sales, HEINEKEN UK, comments, “We are delighted to be officially associated with the Games and will be working hard to help create a spectator experience second to none. We have been chosen for our significant experience in this area and for our popular brand portfolio.
“The Commonwealth Games is a fantastic opportunity for the city of Glasgow. An additional 1.2m people will be attending, with many visitors from the rest of the UK, the Commonwealth and even further afield. Also, the citizens of Glasgow will be looking to come out and experience the celebratory atmosphere that the Games are sure to bring. Areas, such as Merchants City will become the hub, with streets closed to facilitate the influx of people. This provides a great opportunity to capitalise on the incremental sales from the increased footfall and celebratory spirit of the Games.
“For adult Games visitors, the opportunity to enjoy a cold beer or cider while watching world class sport, or with a meal, will add to the quality service offering and choices available at venues. Furthermore, we have a strong record in promoting moderate consumption and will be working with the Games organisers to ensure that the Games are a safe, secure and enjoyable experience for all.”