New loyalty programme Heineken called Club BeerTender

Heineken announced that it will launch a new loyalty programme for its Dutch BeerTender consumers. Another popular Heineken brand, Amstel already is using this type of programme called SuperPingels. This Amstel programme revolves around football. Club BeerTender, is a free membership and at first new members will receive a so called silver membership. This will give them product discounts and Heineken accesories. They also get easier access to special Heineken sponsored events. Consumers can upgrade to a Gold membership which will get them even more perks.

Marketing manager Floris Cobelens explained in Adformatie magazine that the market for BeerTender had reached a new level of maturity. This means a change of focus in marketing efforts from reaches new users to improving loyalty with existing users.

Very interesting development. Is the BeerTender concept in other countries ready for this type of approach? Will direct competitors Philips and Inbev, introduce a rival Club?