Heineken Snipes At Stella

Heineken’s latest marketing push pits its eponymous beer against  its main rival, InBev’s  Stella Artois. 

Anyone who remembers the Pepsi Challenge will now be old enough to drink, and therefore take part in Heineken’s latest marketing push, which pits its eponymous beer against  its main rival, InBev’s  Stella Artois. 

Heineken International  has commissioned an independent company, Research International, to undertake a “Global Taste Test” to track the performance of Heineken throughout the world. Apparently, 62% of those who took part preferred Heineken to Stella. 

The Heineken We Believe in Better bus will be touring the country from this month conducting consumer taste trials and the campaign will be backed by print ads in men’s lifestyle publications with the bold strapline, “Stella’s free ride is over”. 

Heineken expects to sample more than 50,000 drinkers throughout the UK during the tour, and the results will be used in a major promotional campaign later in the summer.