Heineken Robot!

What is more 2021 than COVID vaccines? Robots that brings you beer on a hot sunny day, of course! Heineken the brand behind distributing its famous beer around the world is getting a little more tech savvy this year by allowing contesters to shoot their shot at winning a fully functioning robot that will deliver you a Heineken. 

So, I chose this article because of how relevant I find it to our modern society, where everything is integrated with technology. From construction services to hospitals and now... beer. In a way, this is something really new, but I am also not too surprised that it is a real thing? 

The article I chose mentioned that this was available for raffle entry on July 1st and ended same day, and additionally the robot is not cheap. It costs a whopping $3,250 to build! At a glance, this is a fun robot that uses AI to follow the owner around the pool or the backyard carrying 12 cans of beer ready for the owner at any moment. But, when looking at the bigger picture of the giveaway, Heineken says this event will bring attention to the new can design, and to help further differentiate from the hard seltzers industry in the long run. The negative economical impact on restraints during COVID-19 had a parallel effect on Heineken where in February 8000 jobs were shed to offset this loss. In a way this robot is the future, and the hope for consumers and Heineken. 

The value proposition of Heineken is clearly a brand that is forward moving, charismatic, and loyal to its customers. They involve the customer with the brand allowing the customer to participate with Heineken during these fun events, and changing the way consumers drink beer in general. This sets the bar for the industry, and it does so by bringing value to the market.

This article was incongruence to what we are learning in class because currently we are learning about bringing value to the market. This is exactly what Heineken did, it provided the market with a new and more exciting way to drink alcoholic beverages through something new and innovative. This goes beyond just a fun event, what will Coors do? Bud Light? or, of course Corona?  These other leading brands need to do something better and even more newer than this AI robot to catch up with Heineken. 

The challenge with Heineken was the negative impact on the restaurant industry, where sales plummeted, and to be able to bring back those fans and patrons, Heineken had to do something remarkable! This was Heinekens purple cow, where everyone talks about it and writes about it. That includes me too!

Honestly, if I was the brand manager, I would have never thought of this, so I'm glad I wasn't! Anyways, as a brand manager I would look forward to how we can further integrate new and relevant products, services, and events to better allow the consumers participate with the brand. It is not just drinking beer, it is an experience, and that experience of drinking a Heineken with a cool AI robot will want everyone asking for more.

Although I learned some important number figures about the economical impact of covid on Heineken, I was able to apply myself and my learnings more to grasp an interesting and unique perspective to this marketing event. Its great to be able to know that it is more than Heineken giving away an AI robot, its about how this impacts the brand, the consumer, sales, the industry, and it just goes on... It was just great to be able to look at this in that perspective.

The article link below:

beer-cooler-robot