Heineken seals BA in-flight deal

July 26, 2006

How long?

1 minute

Heineken seals BA in-flight deal

Heineken will be served on British Airways worldwide flights from this month, after the beer brand signed a three-year deal with the airline. The agreement will give Heineken access to the 35m international passengers who fly with BA each year.

This is the first time that the beer brand has been awarded a BA contract, although it already has deals in place with 50 other airlines worldwide. These include Virgin Atlantic, Qantas, Continental Airlines, Emirates, Iberia and KLM.

According to a Heineken spokesman, the brand's strong, premium positioning is a good fit with BA's international passenger profile.

Heineken added that promotions running around its sponsorship of events such as the Rugby World Cup and the UEFA Champions League could be extended to in-flight activity as part of the tie-up.

It is thought that Heineken is replacing Stella Artois on BA's aircraft, although the airline refused to confirm that this was the case.

Topics

Marketing