Ben Pickett’s Post

**Introducing the new Heineken Beer Outdoor Transporter (B.O.T.)!** Summer is here and that means it's time to crack open a cold one without worrying about it getting warm. But wouldn't it be even better to have a cold beer delivered to you wherever you are? Enter the Heineken B.O.T. - your new favorite summer accessory. Are you ready to take your outdoor drinking game to the next level? #HeinekenBOT, #beerlovers, #summerfun, #outdoordrinking, #innovation

Planning for The Executive Forum events is always a pleasure and ensuring an event experience for every attendee is always our priority.

Creating Joy and Emotional Connections - The True Essence of Hospitality "Forget about the beer” might sound like a strange thing for the CEO of a beer company to say. But that is what Heineken’s latest ad is all about. The thing we’re proud of most, even more than our beer, is bringing people together for moments of joy for more than 150 years”. What a truly outstanding ad! The intrinsic meaning of The HEINEKEN Company’s latest ad, as expressed by CEO Dolf van den Brink, goes beyond the product itself and emphasizes the company's broader mission and values. Here are the key points: Community and Connection The statement "Forget about the beer" suggests that the focus is not just on the product but on the experiences and connections it facilitates. Heineken prides itself on creating moments of joy and bringing people together. Similarly, in the hospitality business, the focus is not just on the rooms or amenities but on creating memorable experiences for guests. This can include everything from personalized service that makes guests feel special to hosting events that bring people together. Legacy and Tradition By highlighting that they have been creating these moments for more than 150 years, Heineken is emphasizing its long-standing tradition and commitment to fostering human connections. In hospitality, legacy and tradition can be seen in historic hotels that have hosted generations of guests, where the walls themselves seem to tell stories of the past, creating a sense of continuity and belonging. Brand Philosophy The ad shifts the focus from selling beer to promoting the brand's philosophy of togetherness and joy. It positions Heineken as a facilitator of positive social interactions and memorable experiences. In the same way, a hotel's brand philosophy might emphasize creating a home away from home, where every stay is not just about the physical comforts but about feeling connected, welcomed, and part of a community. Emotional Appeal The message aims to resonate on an emotional level, appealing to consumers' values and experiences rather than just their taste preferences. For the hospitality industry, emotional appeal is crucial. Guests remember how a place made them feel. Whether it’s a warm welcome at the front desk, a surprise treat in their room, or a heartfelt farewell, these emotional connections turn a simple stay into a cherished memory. In summary, the ad underscores Heineken's core value of fostering joy and togetherness, portraying the company as more than just a beer manufacturer but as a long-term contributor to social connections and memorable moments. Similarly, in hospitality, the true essence goes beyond the tangible offerings to the emotional and experiential connections made with guests, creating lasting memories and a sense of belonging.

I recently came across Heineken's latest campaign, "Forgotten Beers,"🍺 and I'm thoroughly impressed with its creativity and impact. This campaign brilliantly addresses an often-overlooked issue in the beer industry: the underappreciation of lesser-known, yet high-quality beers. Heineken's "Forgotten Beers" campaign is more than just a marketing initiative, it's a heartfelt homage to the rich tapestry of beer history. In an era where new brands and flavors constantly vie for attention, Heineken has chosen to revisit and honor the overlooked gems of its past. The campaign resonates on a deeply emotional level, rekindling a sense of nostalgia and connection. It’s not merely about reviving old beers, it’s about celebrating the stories and memories they hold. By bringing these forgotten brews back into the spotlight, Heineken invites us to remember and cherish the flavors that once brought us joy, reminding us of the timeless nature of great beer. Through evocative storytelling and captivating visuals, Heineken has created a powerful narrative that speaks to our shared love for tradition and authenticity. The campaign doesn’t just showcase products, it reawakens cherished memories and evokes a warm sense of belonging. It’s a celebration of history, a tribute to the past, and a beautiful reminder that the best stories are often those we have yet to fully appreciate. In a world that’s constantly moving forward, Heineken’s "Forgotten Beers" campaign is a refreshing pause to honor the richness of its heritage. It’s a testament to the emotional power of great storytelling and a brilliant way to connect with both long-time fans and new audiences alike. #Marketing #Branding #Heineken #CampaignInsights #CreativeMarketing #Storytelling https://lnkd.in/eqtiBBu4

POV: You’re the Bellagio concierge, and the guest you just booked a dinner reservation for casually mentions, “Oh, and I don’t drink alcohol.” Later, in their room, you send a bottle of champagne. 🫠 Listen, I 𝙡𝙤𝙫𝙚 the Bellagio —stunning hotel, great service, all the Vegas vibes. But this moment? P͟e͟a͟k͟ ͟i͟r͟o͟n͟y͟. Why? Because the Formula 1 race is in town this weekend, and the title sponsor is Heineken 0.0. And the 𝘣𝘦𝘴𝘵 part? Some of my favorite restaurants—places that didn’t have a 𝘴𝘪𝘯𝘨𝘭𝘦 zero-proof option on the menu a year ago—now boast entire sections dedicated to alcohol-free drinks. Sobriety isn’t just a niche thing anymore; it’s picking up steam. #normalizesobriety This moment wasn’t just a missed touchpoint—it was a golden opportunity to surprise me with a sparkling water or a fancy mocktail and say, “We hear you. We care.” Touchpoints like this? They separate good businesses from legendary ones. Lesson: Listening to your customers is free. Acting on it? That’s how you win loyalty for life. Your turn: What’s a time a business completely missed—or totally nailed—a moment to make you feel seen? Drop it below! 👇

URGENT HELP NEEDED! ─ YORKSHIRE FOOD & DRINK FESTIVAL ─ JULY 🔴 Founded in 2015, the three-day Yorkshire Food and Drink Festival expanded rapidly and now occupies a substantial site at Funkirk Farm, near Settle. 🔴 The Festival, which is held during the third weekend in July attracts over 30,000 visitors, 200 exhibitors and offers a diverse schedule of bands, street food, pop-up restaurants, workshops, food tasting and masterclasses from leading food and drink celebrities. 🔴 The Festival is estimated to generate around £7m for the local economy. 🔴 Unfortunately, the event in 2023 was seriously affected by flooding which led to unforeseen costs making the event loss making. This had a major impact on cash flow in the Company in the latter part of 2023 which continued into 2024 and with ticket revenue being behind where it should be at this time of year the difficult decision has been taken by the directors to cease trading.  🔴 Proposed Joint Liquidator Jonathan Amor, Head of Restructuring for Azets in Yorkshire said: “The Yorkshire Food and Drink Festival is the largest event of its kind in the UK and regarded for the contribution it makes to the local economy. Unfortunately, the business has been suffering from unsustainable financial problems and the directors decided that it would be in the best interests for all creditors for the Company to cease trading and be placed into liquidation. 🔴 Jonathan Amor added: “The Festival has now ceased trading and steps will be taken to market the assets for sale including the brand, intellectual property, digital platform, data and essential infrastructure such as marquees, tents and staging. 🔴 We ask that interested parties contact the Leeds office of Azets as soon as possible.” 🔴 Unless an interested party comes forward to resurrect the Festival unfortunately the event in July will not take place. Customers are encouraged to check with their credit or debit card providers if they can claim a refund by making a chargeback request on their purchase. https://lnkd.in/eFNtwFsT https://lnkd.in/eds5qsj5

Calling all hospitality heroes. Complete AI-driven marketing strategies for clubs, restaurants, cocktail lounges, and bars.... #HospitalityHeroes #Restaurants #Clubs #Bars #cocktaillounges #marketing #aimarketing #socialmediamarketing #contentcreator #flyersdesign #promotions

🎊Q4 Team Events 🎊 The thing everyone like to attend, nobody wants to organise. Like you are not busy enough reaching yearly OKRs and wrapping up projects! On top of that, you need to make sure: 💸 It is on budget 🤲 It is inclusive 🎉 It is memorable Today, I am sharing one tip for my Berlin-Based Team Leaders and HR folks in charge of organising such events (wether it’s from your own will or not). vinofactum is organising natural-wine tasting from Eastern Europe, from carefully handpicked wine makers mindful of what they produce. 👉 Adapted to your budget 👉 Non alcoholic option possible 👉 Very friendly guidance from Maritza and Šárka. So go ahead: make a good action by supporting small producers, learn something new all this while drinking wine. Sound like a dream, right?

A little trade secret - how to choose what I put out at a whisky tasting event?🥃 Ever wondered how I decide what to showcase at a whisky tasting event? Spoiler alert: it’s not as straightforward as you might think! Here are my golden rules for curating the perfect lineup: ✨ Know your crowd: Is this a group of peat lovers, or is that a big no-no? Are they genuine connoisseurs seeking rare gems or happy with anything above 40%? Just like any other industry, understanding the audience is key to making the evening memorable. ✨ Balance creativity with familiarity: Experimenting is part of the fun, but some groups want to stick to classics like Glenfiddich. It's all about striking the right balance. ✨ Build a theme: Themes elevate the experience. Whether it’s exploring whisky regions, diving into the flavour wheel, or weaving in spooky distillery tales (yes, many have their own ghost stories!), a great theme ties everything together. ✨ End with a quiz: Nothing beats a silly whisky quiz to end the evening on a high note. Laughter guaranteed! This December, I’m hitting the road with some exciting new distilleries like Wolfburn making their debut in my tastings. Looking to host your own unforgettable whisky event? Let’s make it happen. 🍂 Cheers to good times and great drams! #WhiskyTasting #Events #Slainte

Introducing, Florian Beuren, Global Jägermeister Manifest Ambassador, Jägermeister UK Ambassador and this week’s incredible #IndustryInspiration ! 👏 Florian embarked on his journey in hospitality in Germany, entering his first classic cocktail competition in 1998! A few years later, Florian decided to move to London to follow his passion for bartending! In 2009, Florian won the Bacardi street fight championship in Bratislava, resulting in him travelling the world and meeting some incredible bartenders. All of these experiences led to his current position at Jägermeister. Delving into his role, Florian explains, “My role is to focus on the liquid and education but also some events like the Meister Hunter and our Hubertus Circle. Education for example is very important as a lot of people know Jägermeister but not so much how it’s made or how to drink it. Our Hubertus circle is our Jägermeister bartender program which is in 19 countries around the world and in the UK. Our HC is supporting our sales force and marketing team at every event, festival and also at training sessions! Last but not least I started our Jägermeister Meister Hunter cocktail competition 7 years ago and this year’s competition is taking place in Finland, Ireland, Austria, Switzerland and the UK with the Final in London on the 11th of November.” Speaking on his love for the brand, Florian shares, “First of all it’s the people I work with which make it a lot of fun. Plus Jägermeister is a cool brand and when I was working behind the bar it was my shot of choice! We are still family owned and I love the freedom and creativity I can add to my work.” The future looks bright for Florian, as he shares his goals, “For me it’s important to be close to the bar industry and to grow things like our Meister Hunter competition further, plus support our Hubertus Circle bartender’s to achieve their goals. As well as, focusing on my two roles the UK and the global role and make sure everyone knows all about what Jägermeister, Jägermeister Manifest and the portfolio is and how you serve it, how versatile the liquids are and what it can add to your drink.” To conclude, Florian offers some words of advice to fellow hospitality professionals, stating, “I think bartenders are the perfect ambassadors as that is something they do already behind the bar; you make great drinks, you sell, you advise and educate your customer. If you work hard and enjoy what you are doing combined with the drive and passion to succeed then I believe good things will come!”