Heineken UK is launching a major new marketing campaign for 2007, as it hopes to build on the 24% volume growth the brand achieved during 2006.
The campaign will be supported by a return to TV along with a series of "exciting, experiential events".
We're really excited about our plans for Heineken in 2007Iain Newell, marketing director, Heineken UK.
Heineken says it is "targeting successful, well travelled, male urbanites who are willing to pay more for better drinking experiences and who typically spend 15% more on drinks than average drinkers."
Iain Newell, marketing director, Heineken UK said: "We're really excited about our plans for Heineken in 2007. As Europe's leading beer, Heineken is the best-placed brand in the lager category to take advantage of the huge opportunity to connect with the growing numbers of consumers who are demanding better drinking experiences. "Our new campaign will show consumers how they can enjoy the civilised and sociable 'continental-style' of drinking they get abroad, where quality and service are key.
"There will also be a series of innovations, something that we believe that has been missing from the UK beer category for a number of years and has been at least partly responsible for the category's loss in share of the leisure pound."
In 2006 Heineken UK switched their UK marketing budget out of TV yet still grew the brand by 24%.
Newell said: "We're back on TV with a significant media spend and we're confident of future growth. But this campaign is about a lot more than just advertising. It's about bringing the quality, continental experience to the UK and changing consumers' perceptions about the way they can enjoy beer.
"With this new campaign, upcoming product innovations and the best sponsorship portfolio of any beer brand in the UK - through the UEFA Champions League, Heineken Cup and the Rugby World Cup - we're forecasting a bumper year for Heineken and our customers."