BRANDING NEWS: Heineken trade mag's sweet taste of success

Forty-one per cent of the surveyed licensees receiving Heineken's First Orders trade magazine state the magazine has positively affected their perceptions of the company, according to research published today.

The magazine, produced by Wardour, is designed to create a deeper relationship between alcohol sellers and the Heineken brand.

And it seems to be working, as it is claimed that 32.6 per cent of recipients placed an order with the beer company.

Laura Evans, agency editor at Wardour commented, “The insight provided by this research is invaluable in enabling us to make some key content changes to maintain the current high levels of influence First Orders has over purchasing behaviour.

“The most popular features proved to be the special offers and those that give an insight into ‘real life licensees’ and their establishments.”