E-Malt.com News article: USA: Heineken showcases its commitment to consumers through AmsterJam 2006

Heineken is demonstrating to its USA core consumers its commitment to support and create unique musical experiences with the second annual AmsterJam festival, Business Wire announced August 11.

"Through AmsterJam, Heineken provides a venue for some of today's hottest musical acts to showcase their talent individually and then mash with other musical icons to create one-of-a-kind musical experiences for music lovers of all backgrounds," said Andy Glaser, Heineken brand director. "No other consumer brand franchise better reflects the diversity of cultures and an appreciation for progressive thinking than Heineken, which has supported its growth through a global music platform for more than eight years. We have long recognized the universality of music and its unique ability to make a meaningful and lasting connection with our core consumers."

Mash-ups between this year's headliners will include: Tom Petty & the Heartbreakers with the Foo Fighters; LL Cool J with Tego Calderon; and Busta Rhymes with Yerba Buena.

For years, Heineken has also been involved with a variety of other music events, artists and causes. Heineken has been the official beer sponsor of many of the country's premiere music events including the Billboard Latin Music Conference and Awards, the Latin Grammy Awards, the Grammy Awards, The Coachella Valley Music and Arts Festival and Street Scene. Heineken also sponsors music venues such as the Nokia Theatre in New York City.

While sponsorships of existing events have been a significant part of Heineken's involvement in music for several years, the brand continues to set itself apart from other marketers through the creation of proprietary festivals like AmsterJam, as well as the integration of impactful music in its advertising. Heineken is also dedicated to supporting education programs and artists across the nation with programs such as:

- "Green Ribbon Initiative," which raises funds for artists in Hispanic communities via the Celia Cruz Foundation.

- Donations to the GRAMMY(R) Foundation, which dedicates a portion of dollars to support music preservation projects for Gulf region collections.

- Heineken Red Star Soul, a proprietary concert series featuring established and emerging soul artists.

- Heineken Independent Achiever Award, which recognizes individuals 21 and older in the soul music industry who exemplify the virtues of integrity, drive and achievement and who are making a positive impact in their community.

"After several years of sponsoring existing events, we decided to take our support of music a great step forward by launching the first Heineken-created-and-produced musical and cultural event in AmsterJam," added Glaser. "AmsterJam 2005 was a tremendous success - both as a musical experience and from a business perspective. Not only was Heineken on the forefront by creating the world's largest live concert dedicated to mashing, but we also initiated a new way to engage and interact with our core consumers from around the country and particularly in a market in which we enjoy great brand loyalty and recognition."

The festival, presented by Heineken, will take place on Saturday, August 19 from 3:00-11:00 p.m. on Randall's Island in New York (doors open at 1:30 p.m.).

Heineken USA Inc., the nation's largest beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, the largest-selling imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico.


16 August, 2006