Heineken International has opened the first of several planned fully branded beer-focused airport outlets specifically developed for an airport at Terminal 2 in Hong Kong International Airport.

The company says that it now intends to selectively roll out this Heineken branded, bar concept to those key international airports which support the brand's premium positioning.

It says the new bar – operated in cooperation with SSP – is aimed at international travellers who look for a branded entertaining and premium beer experience that they can share with others from around the world.

Erik van de Ven, Manager Duty Free & Travel Retail Heineken International, commented: ‘In a highly cosmopolitan environment like a major airport, there are clear commercial benefits to using the only truly international premium beer brand, Heineken, as the unique attraction for travellers. Experience demonstrates that branded bars in local markets attract more consumers and are substantially more profitable than unbranded bars. In an airport environment we expect even better results.’

The total area of the Heineken Bar is 100sq m with seating capacity for up to 70 people. Both Heineken and Heineken Extra Cold are available on tap and in bottles, along with a selection of alcoholic and non-alcoholic beverages and snacks.

Entertainment is an important aspect, and the bar will broadcast Heineken sponsored international sport, film and music events. In addition, the bar will also showcase and allow consumers the opportunity to try out Heineken innovations such as DraughtKeg.

The company says that the Heineken brand is the leading beer on board the world's major airlines with 55 listings, more than any other beer brand. It adds: ‘For Heineken, being present on these airlines is a perfect opportunity to showcase the brand to 1.4bn international passengers every year. The airport bar is a natural extension of this strategy and reinforces the brand's position as the world's most international premium beer brand.’
Melvin Broekaart, Global Account Manager Airports, Duty Free & Travel Retail said: ‘Although Hong Kong is only the first Heineken Bar to be opened, interesthas already been expressed by other airports,’ Broekaart concludes. ‘There are currently negotiations for future openings of Heineken bars taking place on three continents. We have the ambition to scale up fast.’