In 2021, Heineken’s revenues amounted to approximately 27 billion euros.
Sales brought Heineken revenue of approximately €19.72 billion worldwide in 2020.
Europe is the main revenue-generating market for the beer brand.
Brands want to connect with the new generations and what better way to do it than innovating with products or campaigns. That was applied by Heineken, which is why, in collaboration with The Shoe Surgeo, it launched its sneakers with a sole full of beer.
Collaborations between brands is known in the industry of the marketing What co-branding and refers to the moment when two or more well-known brands establish a collaboration to launch a new product created jointly. With this, the collaborating companies hope to expand their reach, generate more profits and improve their image with their clients.
The co-branding was born in the 50s with a collaboration established between the French car brand Renault and the Van Cleef and Arpels jewelry. After that, this type of strategy has been gaining ground in the industry.
So are the sneakers by Heineken
With the sole purpose of standing out in the market, Heineken launched its sneakers called “Heinekicks”, which are sneakers with which people can drink beer.
The company explained that for this creation, it was associated with “The Shoe Surgeon”a well-known brand of Dominic Ciambrone, a tennis designer who has created footwear for figures such as LeBron James, DJ Khaled and Drake.
Likewise, “Heinekicks” are limited edition sneakers that are combined with the launch of Heineken Silver, the brewer’s lightest and lowest alcohol beer that, according to his report, recorded revenue of 19 thousand 720 million euros worldwide.
The company also discussed the design of the shoe, which combines the colors green, silver and red, found in Heineken Silver bottles, and went on sale earlier this year. Each shoe has a metal bottle opener built into the tongue.
Although the design is highly original, the shoes contain real beer, as the company used a specialized surgical injection method. to inject Heineken Silver into the soles, with the aim of creating a “smooth” sensation when walking.
They explained that in total, there will be 32 pairs of “Heinekicks”, seven of which will arrive in Singapore later this year. While the inaugural pair will be on display August 10-15 at 313@Somerset as part of the Project Future event.
“The limited edition of Heinekicks is a manifestation of Heineken’s constant search for innovation.”
“The Shoe Surgeon’s vision of ‘Walking on Beer’ not only introduces a new way to enjoy the unexpectedly smooth experience of Heineken Silver; it sends the message that an open mind is the key to seizing life’s possibilities,” said Gerald Yeo, director of marketing for Asia Pacific Breweries Singapore, in a statement.
Heineken is not the only brand that is betting on this type of collaboration and product launch, as firms such as KFC and Crocs, Chunky Dunkys and Ben & Jerry’s, Adidas and Legos They have also created shoes to capture the attention of the most passionate consumers.
In this sense, these strategies marketing They are here to stay in an increasingly complicated market with a lot of competition.
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