Heineken Continues Party with Hispanic Consumers

NEW YORK Heineken USA is continuing to target Hispanic beer consumers with its 3-year-old holiday marketing tradition known as Parranda Navidena that runs through Three Kings Day on Jan. 6, the company said.

Latino communities use the word “parranda” to refer to parties or celebrations. “Navidena” refers to the spirit of the Nativity or “Christmas.”

This year, the White Plains, N.Y., client partnered with Maxim en Espanol magazine to create a holiday survival guide, or “Guia Parranda Navidena.” Readers can find tips on dealing with families and friends, music and Latino holiday traditions. The marketing effort also includes point-of-sale depictions of holiday decorations.

In a statement, Marime Riancho, Heineken USA brand manager for the Hispanic market, said, “Heineken Parranda Nevidena is intended to reach out to Hispanic consumers by bringing their holiday values and traditions to life in addition to bringing the invaluable insight of such a great publication like Maxim en Espanol.”