Dos Equis, a Mexican beer brand, has announced the launch of the new stage of its Most Interesting Academy, which was created to inform fans and give them tools to lead an extraordinary life.
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The article is written by Douglas Kaufman, Head of Communication at Cocoon Group
Over the course of the past few years, CEE beer brands have had to deal with many dramatic adjustments. We’ve seen changes to product, business, and market behavior across the region. Changing habits or legislation drove some of these changes, while brewers themselves implemented others.
Within the tightly formed battleground of the Portugese beer market, the Sagres brand had not been evolved to its fullest potential, and on-shelf the brand’s erosion of quality and national pride was a threat to one of Portugal’s most iconic beers. Could beer brand experts Claessens International give Sagres back its national pride and rebuild its emotional bond with consumers?
Heineken USA, the world’s leading international brewer, and the Tribeca Film Institute announced their partnership to establish and launch the Heineken Affinity Award. The award, which aims to empower and recognize a working generation of African American filmmakers and encourage them to continue to craft stories that share their experiences and visions, will launch during this year’s Tribeca Film Festival. Heineken USA will host a private launch event on April 27th to raise awareness about the program. The winner of the Heineken Affinity Award, a rising African-American filmmaker (age 21 and over) will be honored with a $20,000 cash award and year round project support and professional development from the Tribeca Film Institute.
While the Stella Artois lager brand is celebrating cinema spirit with its promotional initiatives ahead of the Cannes Film Festival, Grolsch has stepped into the art-house filmmaking world with its Grolsch Film Works production platform, doing its part in supporting independent movies. The Dutch beer brand, which launched the platform back in April 2011, last fall announced that a new film, which was to merge creative visions of three directors (from Russia, Poland and the USA) went under production. The new experimental film titled ‘The Fourth Dimension,’ funded by Grolsch and created in partnership with Vice Films, finally premiered last weekend at the San Francisco International Film Festival.