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    7-Eleven, Heineken Launch Holiday Promotion

    Convenience chain looking to capitalize on import beer sales.

    7-Eleven Inc., the Dallas-based operator of more than 5,700 convenience stores, teamed up with for a winter holiday beer promotion with Heineken USA.

    As part of the promotion, 7-Eleven will offer 12-packs and 24-ounce bottles of Heineken at a discounted price. The promotion will be supported with Heineken point-of-purchase kit which includes:
    * Heineken holiday display case card;
    * Heineken holiday basewrap;
    * Heineken holiday danglers;
    * Specially-marked Heineken 24-ounce bottles;
    * Custom Heineken and Amstel Light 12-pack holiday packaging.

    According to Eric Kiser, national retail sales manager for Heineken, the promotion is coming at a crucial time for 7-Eleven. Imports continue to be the fastest growing segment in the beer category and import sales typically rise during the holiday season, he said. Imports also continue to be the fastest growing beer segment at 7-Eleven.

    Plus, Kiser added, 12-pack sales overall in the convenience store industry are rising and Heineken's beer sales jumped 29 percent in the convenience segment in 2000.

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