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Heineken USA Opens Its First Branded Luxury Bar at Newark Liberty International Airport

Collaborates with Delaware North Companies to Strengthen Brand
Presence in Airport Hospitality

NEWARK, NJ (Dec. 5, 2008) – Heineken USA, the nation’s premier beer importer, opened the Heineken Lounge, the company’ first branded luxury airport bar in the United States, today at Newark Liberty International Airport. The Heineken Lounge combines many of the desired attributes of a membership-only airline lounge and applies them to a bar open to all travelers during their visit to Newark Airport.

Tapping into research showing that consumers prefer branded outlets at airports, Heineken worked with Delaware North Companies, one of the world’s leading hospitality and food service providers, to create a unique environment that exhibits the world-class quality and taste of the brand and offers international travelers an engaging, entertaining experience.

“Heineken constantly looks for opportunities to create innovative and engaging experiences for consumers as part of our effort to further build brand equity and drive growth of the brand,” said Filip Wouters, vice president of marketing, Heineken brand equity. “The ‘Heineken Lounge’ is a luxury bar that showcases the brand in a unique environment away from the hectic pace of today’s airports. We’re excited about the opportunity to connect with millions of international travelers who can now experience the welcoming, global nature of the brand as they prepare to depart on their own adventure.”

The newest addition to Newark Airport’s retail locations, the Heineken Lounge serves quality Heineken products such as Heineken Extra Cold and Heineken Premium Light in a variety of packaging options, such as on-draught and in bottles. Other alcoholic and non-alcoholic beverage brands are also on the menu as well as premium, gourmet snacks and light meals.
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Specially-designed pieces of furniture and customized, private cabanas help deliver a lounge experience different from other food and beverage options within the terminal.

Entertainment also plays an integral role in the Heineken Lounge with flat screen televisions displaying exciting footage from Heineken events worldwide, including sporting, film and music events.

“It was an exciting and rewarding process working with Heineken to bring the Heineken Lounge to Newark Liberty International Airport,” said Matt King, president of Delaware North’s Travel Hospitality Services Division. “We look forward to inviting travelers to kick-back and relax in style at the Heineken Lounge. This is just another example of how we are dedicated to bringing innovative brands to travelers across the country.”

The total area of the Heineken Lounge is approximately 100 square meters, with capacity for up to 75 travelers.

The Heineken Lounge is located in Terminal C and operates from 9:00 a.m. to 9:00 p.m. The Lounge is open to all travelers who are looking for a premium, refreshing experience during their time at Newark Airport (to purchase alcohol, consumers must be at least 21 years of age).
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