Heineken’s Passion 4 Beer Unleashed

Beginning in 2010, Heineken USA set out on a mission to reconnect employees, distributors and the trade with the magic of beer. While Heineken USA has always been a company dedicated to delivering results, management did not want to lose sight of how fun, interesting and enjoyable it is to work in the best industry- the beer industry. To re-awaken the passion, HUSA has instituted the P4B (Passion 4 Beer) program to educate all tiers on the core fundamentals of general beer knowledge in a unique, energized and exciting way.

While Heineken’s Passion 4 Beer is an educational program, it is very different from the basic beverage training. Passion 4 Beer includes a high level of interaction, unique content and entertainment to keep attendees involved and energized. 

• Ingredients & Brewing - an in-depth look at ingredients and brewing methods including differences in the long, cool fermentations used to brew lager versus the short, hot fermentations required for ale.
• The Perfect Pour - Heineken’s Master Pourer Franck Evers presents the four-step ritual that guarantees a perfect pour of Heineken draught every time.
• Comparative Tasting – Heineken’s Quality and Sensory expert will lead comparative tastings of bottled beers that illustrate the differences between several popular brands.

At the 2012 Nightclub and Bar Convention, Heineken USA will take guests on a similar P4B journey, where they will be fully immersed in an environment that not only showcases, but educates consumers on the quality and rich heritage of the Heineken portfolio. The overall aesthetic of the space will be both sleek and modern coupled with engagements that emphasize the brandʼs overall passion for beer. Guests will be able to sample from Heinekenʼs diverse portfolio, while the brandʼs most knowledgeable ambassadors will be present to acquaint guests with key tasting notes on each brand, the brewing process, the essence of the perfect pour. Various collateral will be present highlighting 2012 programming across the portfolio. Guests are sure to leave with a renewed passion for Heineken USA!

Heineken USA Launches Vast On Premise Initiatives and Partnership with Nightclub & Bar

Heineken USA Returns to NC&B Show March 12-14, 2012

Heineken USA will unveil its On Premise Strategy at the NC&B show in Las Vegas, Nevada this March.  Stop by booth #701 and experience firsthand Heineken’s Passion 4 Beer, a program that highlights the core fundamentals of general beer knowledge in a unique (and fun!) way. You will not feel like you’re in a classroom during this interactive educational experience that allows you to touch and smell beer ingredients, understand the different ways beer is brewed, and learn the 4 steps that guarantee a “perfect pour” of a draught beer.  If you cannot attend the show and would like to learn more, Heineken USA will soon be launching a “Passion 4 Beer” website specifically dedicated to helping on-premise operators develop their draught beer business. This site will allow viewers to discover more about the draught initiative, learn about Heineken USA brands and innovations, discover food and beer pairings, and stay up to date with the latest industry news and trends.

“We have experienced positive momentum in consumption trends going into 2012,” said Dolf van den Brink, President and CEO of Heineken USA, “This is a year of opportunity for Heineken USA to build on that momentum by seizing new opportunities and embracing new strategies. Our goal is to become the leading upscale beer company in the U.S.”

HUSA will continue the partnership with Nightclub & Bar through a full year of digital initiatives and maintain a strong presence on the NC&B website.  The company is dedicated to maintaining its leadership position through social media buzz and interaction.  Engagement through digital and interactive platforms allows the Heineken brands, such as Heineken and Dos Equis, the #1 & #2 ‘liked’ beer brands on Facebook, to hold a powerful presence in the minds of its consumers. Through innovation, promoting core brands, building on-premise draught and bottle initiatives and flawlessly executed retail programs, Heineken USA will achieve its overarching goal of becoming the undisputed leader in the upscale beer category.

See us at the Nightclub & Bar Show in March in 
booth # 701.