Heineken celebrates 20th anniversary of its partnership with The Australian Open

After celebrating the 20th anniversary of its partnership with the Australian Open, Heineken is set to further establish itself as a premium sporting-beer with access to some of the greatest global and local partnerships.

The activation forms part of Heineken’s strategy to ensure drinkers around Melbourne received the best product experience while they enjoy the tennis at partner venues, illustrating a pledge to ensuring Heineken is served in the most premium way.

According to Heineken Brand Manager Dinno Bozzone, Heineken is the largest majority family owned beer brands in the world.

“One of Heineken’s key objectives is to create memorable and legendary experiences for our consumers which we do through associations with worldwide sports like the Rugby World Cup, but also through local partnerships,” Bozzone said.

In an interview with Food Magazine, Bozzone says the Heineken brand has continued to grow as it brings great experiences to consumers attending sporting events.

“Heineken continues to invest to premiumise our packaging and stand out from our competitors. Our packaging is one of our most important touch points to communicate to consumers. Most recently, we have amplified our RWC15 and James Bond 007 Spectre campaigns through a packaging change,” Bozzone said.

The Heineken Lion venture's full-year financial results have been lodged with the corporate regulator and show that sales increased by 2.5 per cent to $67.4 million for the year ended September 30, 2015.