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    Heineken Invites Consumers to Enjoy Ultimate 'Blok' Party

    Summer promotion includes cross-merchandising opportunities for convenience stores.

    WHITE PLAINS, N.Y. -- Heineken and Heineken Light's summer retail program, running June through August, invites consumers to host a Heineken "Blok" Party.

    "The Heineken Blok Party program is true to our brand objective of delivering great beer and great experiences," said Breege Murphy, channel manager of Heineken USA. "And it offers our retail partners a unique new way to generate excitement among consumers through engaging displays and in-store merchandising materials that will help drive purchase of Heineken and Heineken Light."

    Murphy continued: "Through a wide range of elements, including a consumer sweepstakes for the ultimate Blok Party and cross-merchandising offers, the program inspires consumers to make the most of every celebration by choosing the ultimate imported beer brand—Heineken."

    Consumers can enter to win one of two grand prizes, a Heineken Blok Party, which includes live entertainment, top-notch catering and interactive leisure sports, on or near Labor Day. Also, 12 secondary prizes, including outdoor entertainment systems, music systems, Beertenders and music downloads, will be awarded. Consumers can enter through text messaging or online.

    Cross merchandising offers for on-the-go c-store shoppers will provide them with the essentials to enjoy hot summer days, the company noted.

    "The Heineken Blok Party program is the perfect way to kick-off a great season of at-home summer entertaining," Murphy added. "[The promotion] has all of the elements to elevate the moment for our consumers and help our trade partners increase their summer Heineken and Heineken Light sales."

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