Whether it’s for a trade or consumer audience, our approach to our client’s product launches is that it’s not necessarily just about hosting a mass scale event, but about getting the news in front of the right audience.

So to introduce HEINEKEN’s revolutionary new countertop beer dispense system, Blade, Publicasity created an intimate evening on-site at one of their customer’s premises to showcase this latest innovation to the trade press and key industry influencers.

Blade is a game changer for the UK Beer & Cider industry as it enables a variety of outlets from casual dining restaurants to hair saloons to serve their customers draft lager for the very first time.

So back to our event… The chosen venue was an Italian restaurant in North London… smart but with something of a rustic feel, so we added lighting, a DJ booth and sound system, as well as two 50” plasma screes that showed a looping video of the various locations and uses for the new system. We also put up window graphics to add excitement from outside the venue and commissioned giant 3D lettering spelling out the word, BLADE. Finally, and most importantly, we placed Blade machines around the venue, with three on display and six along the beer to create theatre for our guests to pour their own pints.

The selected attendees received a short presentation, followed by free-flowing beer, a delicious Italian buffet including gnocchi, bruschetta, arancini and pasta dishes, and the chance to network with key HEINEKEN personnel, whilst learning about the machines and the art of how to pour their own drink!

The party started shortly after, with HEINEKEN customers and colleagues mingling together to celebrate this exciting innovation and enjoy the beats of DJ Izzy Trixx. Customers were encouraged to try their hand at pouring themselves a pint while waiters wandered around with platters of pizza and trays of Heineken® and Birra Moretti. All in all a fab night – Bella Notte!