Heineken Aces The Art Of The “Perfect Serve” @ 2012 US Open
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MyBeer Buzz
Heineken will extend it’s 20-year sponsorship of the US Open Tennis Tournament with some pretty special events. This from PRNewsWire:
WHITE PLAINS, N.Y., Aug. 21, 2012 /PRNewswire/ — HEINEKEN USA, the nation’s leading upscale beer importer and master of #TheServe, will enter their 21st year of sponsorship at the 2012 US Open by delivering legendary experiences throughout the greatest two weeks in tennis. Heineken will again have a strong on-site branding presence, matched with activations that are sure to energize fans both at the US Open and in Manhattan.
In celebration of the start of the US Open, Heineken will host a private event on August 21st, #TheServe, in which Heineken draught expert and master pourer Franck Evers will go head to head in a match against Star-Tenders and 2012 London Men’s Doubles Gold Medalists, the Bryan Brothers, to master the art of The Serve, the perfect Heineken pour. Begin with a clean Heineken glass, tilt, pour and create the head, side slice the head to seal the flavor, serve.
"Similar to the amazing match play we witness at the US Open, the serve is a key element to delivering the perfect Heineken draught," said Pattie Falch, Brand Director, Sponsorships & Activation Marketing, HEINEKEN USA. "To celebrate over 20 years of US Open sponsorship, we’re excited to give tennis fans an opportunity to enhance their experience on-site at the brand new Heineken Red Star Cafe and revamped Heineken Light Lounge on-site."
The official kick-off of the US Open will take place on August 24th at the Gansevoort Park Hotel in Manhattan, as US Open participants and a who’s who list of New York City influencers will celebrate the start of the tournament with the annual US Open Player Party. Invited guests will enjoy the ambiance of the Gansevoort Park’s famed pool, sundeck and Blue Room as they experience music by special guest DJ, DJ Irie.
Heineken will also provide US Open attendees with a chance to enjoy the matches in a lively atmosphere with grand opening of the new Heineken Red Star Cafe, while the revamped Heineken Light Lounge will give consumers access to the always popular Heineken-branded apparel designed by Los Angeles-based ‘weekend-wear’ design house, Sol Angeles. During the course of the US Open, Heineken will also host numerous contests and fan giveaways to reinforce its commitment to the tournament while always showcasing its on-site presence.
PR Newswire
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