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.
For more information on Heineken, please follow us on Twitter, @Heineken_US or visit the Heineken Facebook page, www.facebook.com/Heineken.
About HEINEKEN USA
HEINEKEN USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. HEINEKEN USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA -sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.
Richard Mitchell, MSLGROUP
SOURCE HEINEKEN USA Inc.