Heineken Welcomes World With Fanzone Experience

MEDIA RELEASE

8th September 2011

Heineken Welcomes World With Innovative RWC 2011 Fanzone Experience

Heineken, a Worldwide Partner and the Official Beer of RWC 2011, is preparing to welcome the world with an innovative bar and entertainment experience within Auckland's RWC 2011 Fanzone at Shed 10 on Queens Wharf.

The Heineken World Bar recently landed in New Zealand, fresh from its most recent appearance at the UEFA Champions League Final festival in Hyde Park, London in May. It's taken about a month by ship to reach New Zealand and is now ensconced at its temporary home at the far end of Shed 10 on Queen's Wharf.

The bar is no stranger to large events having also made an appearance at the UEFA Champions League Final in Rome (2009). Next it's expected to travel to Madrid for another UEFA Champions League event in May.

Heineken, a key sponsor of major events, specifically created the Heineken World Bar to cater to large volumes of people over sustained periods.

The need for quick service in a comfortable setting was even more important in Auckland given the Heineken World Bar is the only official Worldwide Partner bar within Auckland's RWC 2011 Fanzone at Shed 10. This made the need for quick service in a comfortable environment even more paramount.

The end result is a refreshing, open and modern bar where Heineken and Amstel Light will be served into recyclable plastic 330ml cups by staff trained in the importance of Host Responsibility. A wide selection of food will also be offered around the site while live music will play after the close of each evening match. Adding to the experience will be the 'Heineken After Work Drinks' entertainment on week days when matches are not staged from 5.30pm until 7.30pm.

In between socializing and listening to great music, visitors will get to view the all important live Rugby World Cup 2011 matches on giant projection screens covering a six metre area in the Heineken World Bar.

Heineken's Auckland-based beer system team have been working with the caterers at Shed 10 to install sufficient beer pipes and bar equipment to minimise queues and ensure chilled beer.

Heineken marketing manager, Luke Rive, says the brand is also running a local 'Enjoy Heineken Responsibility' campaign during the Tournament, encouraging fans to let a sober driver take them home. We'll be promoting our message not only in our Heineken World Bar, and aligned Heineken bars, but also at Eden Park and on Alert Taxi's with specially created graphics."

Rive says Heineken is also creating 75,000 business cards with the same responsibility message and Alert Taxi's contact phone number.

"The cards will be also available at Eden Park, select Heineken bars and from Alert taxi drivers themselves during key matches. Again our goal is that Rugby World Cup 2011 fans plan ahead when it comes to travel plans around the Tournament but if not, they can take one of the cards which will enable them to get home safely by booking an Alert Taxi."

The Heineken World Bar will be open daily from 11am from 9 September to 23rd October to everyone but only consumers aged 18 and over will be served alcohol.

The RWC 2011 Fanzone at Shed 10 will host live music each night of the Tournament, featuring some of Auckland's best bands, duos and DJs, including The Jonny Love Duo, The Dozen, Halo, Hands Off, Southpaw, Matt Vankan, Josh Leys, Jimmy & the Goodbrew and DJ Grant Marshall. DJ Isaac Aesili will also play during the Heineken After Work Drinks on an innovative raised platform.

ENDS

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