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Heineken signs as U.S. Open sponsor.

As the tournament moves into its second week of competition, Heineken N.V. announced it has signed a multi-year contract as the "Official Beer of the U.S. Open." Although terms of the contract were not revealed, Alvin Nilson, director of advertising for Van Munching and Co., noted that the pairing of Heineken and the U.S. Open is "a natural fit."

"The prestige that America's top tennis event and America's top-selling imported beer lend each other is immeasurable," Nilson continued, adding that sponsorship will include network television spots on both the USA cable network and CBS-TV.

In another fall promotion, Van Munching announced a full Octoberfest program for its Heineken and Heineken Special Dark beers.

Included in the campaign are Octoberfest-identified T-shirts, balloons, painter's caps, and banners.

"We know from year's past that consumers get caught up in the fun of Octoberfest and are more willing to sample dark beer brands," explained special projects manager Chris Van Munching.
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Title Annotation:Heineken N.V.
Publication:Modern Brewery Age
Date:Sep 7, 1992
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