The chosen pubs are a mix of tenanted and managed, national and independent free trade outlets and will get PoS, glassware and staff training as part of the package.
Lawson Mountstevens, Managing Director-On Trade at HEINEKEN said: “The Painting London Green with Heineken initiative was originally developed to help customers leverage the benefits of our sponsorship of the UEFA Champions League when the final of the competition was played at Wembley Stadium in 2011,” said managing director on-trade, Lawson Mountstevens.
“Ambassador pubs were beneficiaries of Heineken investment which gave their outlets improved visibility and ambience which, in turn, attracted more consumers and increased beer sales. We perfected the exercise last year as we capitalised on our status as a supplier and sponsor of the London 2012 Games so, for the third year in a row, Heineken will enjoy a highly visible presence in London bars as customer outlets are put at the heart of our ‘Road to the Final’ campaign.”
The activity forms part of a lager campaign planned for the brand around the final, which will include TV advertising and Heineken’s biggest outdoor poster campaign to date.
Heineken has sponsored the UEFA Champions League since 2005.