Heineken targets rural markets for Christmas

November 18, 2016
Brand manager of Heineken, Suwannee Stewart, (left) and owner of InTown Supercentre, Oral Lloyd, say cheers to their newly formed partnership.

Heineken has taken aim at St Elizabeth, and beer lovers in the parish are in for a treat this holiday season.

The beer brand joined forces with InTown Supercentre as it opened its new location in Santa Cruz to the delight of customers and invited guests, who thoroughly enjoyed the Heineken Happy Hour.

"This was really a treat for us. Ice-cold Heineken is one of my favourites, and the giveaways were awesome," said InTown customer Mellissa Price.

According to Heineken brand manager Suwannee Stewart, consumers in the breadbasket parish will see more of the brand in the weeks leading up to Christmas.

"We're taking Heineken to Junction and Black River to give our consumers what they want, while also investing in the growth of the local market. And that's the reason we're solidifying our support for InTown. As a major player in this parish, we expect InTown to inspire more brands to invest in St Elizabeth. We want to be a part of that - to help build strong communities that contribute to shaping a better Jamaica," said Stewart.

With stores already in Junction and Black River, the newest location in the InTown Supercentre chain is expected to further boost the local economy of Santa Cruz, beginning with the creation of jobs. Heineken expressed confidence in the store's potential to expand opportunities while offering the brand an opportunity for growth in that section of Jamaica. The brand sees St Elizabeth as an important emerging market with opportunities for synergies within the agricultural belt of Jamaica.

"At the consumer level, there is also a great need in this area of Jamaica for more consumer options, and InTown will be bringing that to Santa Cruz," said Stewart.

During the launch, Heineken unveiled its upcoming Christmas promotion which will be run at InTown and other major supermarkets islandwide. As a part of the campaign, consumers will get $100 off every Heineken six-pack between November and December.

"Heineken is a great brand. I knew partnering with the brand would be great for the community at large," said Oral Lloyd, owner of the InTown Supercentre chain. "Our Santa Cruz location opened recently, and it has been very evident with the daily crowd of shoppers that people were waiting for this."

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