Heineken to paint the town green

The overhaul will see staff uniforms, glassware and beer taps turned Heineken green in the ‘beacon’ pubs, while banners and posters will advertise the company’s Olympic support. Heineken UK managing director Lawson Mountstevens said: “This trade partnership will create a showcase for some of our finest pubs at a time when the eyes of the world are fixed on London.”

Heineken says it expects to sell an extra 2.2 million pints during the Olympics. Other Olympic marketing activity includes a ‘Text to Win’ promotion in partnership with J D Wetherspoon, which will give customers the chance to win tickets to post-Olympic parties. It is also taking Alexander Palace in north London to set up ‘Holland Heineken House’—the official base of the Dutch Olympic Committee during the games.