Rugby World Cup With Heineken - A Taste Of Things To Come

Media Release

26th July, 2011

Rugby World Cup 2011 With Heineken - A Taste Of Things To Come

Limited Edition Heineken Can And Draughtkeg Unveiled

Heineken, a Worldwide Partner and the Official Beer of Rugby World Cup 2011, is proud to unveil the new look limited edition Rugby World Cup 2011 Heineken can and DraughtKeg.

Heineken's stylish new Rugby World Cup 2011 themed look will emblazon the Heineken cans and DraughtKegs from the end of July for the duration of the Tournament. The revised design elements for both cans and DraughtKegs brings the Rugby World Cup 2011 communication into the hands of the fans in time for the build up to tournament kick-off.

Both the cans and the DraughtKegs feature their own unique new Rugby World Cup 2011 design to offer Heineken drinkers a great experience for either their stadium or in-home enjoyment.

The collector's edition can keeps the Heineken logo on the front, however it's the back of the can which gets the rugby themed revision. The racetrack shaped label turns black to create a stand-out for the Rugby World Cup 2011 wording and logo alongside the iconic Heineken red star and logo.

The Heineken DraughtKeg design gets a complete makeover which includes an updated brand visual identity and Rugby World Cup 2011 endorsement mark. The rugby theme takes over the whole back of the Heineken DraughtKeg, which includes Rugby World Cup 2011 wording along with the Rugby World Cup 2011 Heineken brand graphic.

Luke Rive, Heineken Marketing Manager, said: "We are bringing our association and sponsorship of Rugby World Cup 2011 into the hands of people in the lead-up to and during the Tournament. Heineken is extremely proud of its association with Rugby World Cup 2011 and as such is honoured to carry the wording and logo on our Heineken cans and DraughtKegs."

"The new design elements are intended to highlight Heineken's sponsorship of Rugby World Cup 2011 and give Heineken drinkers that notion that they are drinking the Official Beer of the Tournament." says Luke.

Visit www.heineken.com/nz for more information.

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