By Mairead Catterson – Wine Development Manager
In my role as wine development manager with United Wines, I get the opportunity to be creative in designing bespoke wine lists for my clients, developing lists to suit the needs of their individually styled outlets by drawing on our range of both commercial brands, and our exclusive on-trade-specific wine portfolio.
I have recently extended my reach and also become involved in recruiting on-trade accounts for draught installations, Heineken, Orchard Thieves, Tiger, Birra Moretti, Cute Hoor and Amstel.
As part of my draught project, I formed a relationship with Festive 4, a local events company owned by four publicans who are the force behind the well-established Dergfest and the launch of the new Shoreline Festival in Enniskillen.
Heineken has an historic and global association with music festivals. From the early 1990s ,Heineken UK staged their own music festivals featuring a mix of pop, rock, punk, folk and world music with acts such as Oasis, Manic Street Preachers, Blur, and Catatonia. Also, long-established bands including The Stranglers, Jools Holland, The Pogues, Saw Doctors, Bonnie Tyler and Mike and The Mechanics. In total there were 30 festivals over six years. The last event was in July 1995, which attracted 110,000 fans on the Saturday, and 300,000 over four days and was headlined by Pulp. More than one million cans of Heineken were sold at the last event.
Heineken International are very much involved in the music scene partnering with events such as Coachella/Miami, Outside Lands/San Fran, FIB Benicassim Festival/Spain and the Open’er Festival/Poland to mention but a few.
Closer to home this summer, Heineken Ireland have brought their Music strategy Live Your Music to life, as pouring partners at gigs such as Bruno Mars, Longitude, Sea Sessions and Electric Picnic. We believe that the coolest music festivals are perfect with a cold Heineken or indeed Orchard Thieves.
We have our finger very firmly on the music pulse in NI in our proud association with the SS E Arena. We also plan to get involved with festivals both large and small all across the country. As pouring partners with Dergfest and Shoreline, we worked closely with the organisers (The Fab Four) providing not just product but as much support as possible; event tools, event branding, point of sale, plastics, branded ponchos, staff t shirts, lanyards, flyers and on-site technical support for the duration of the events. In addition, we worked with local bars and restaurants to help maximise footfall from the events and extend the revenue potential to local trade. The festivals featured a mix of genres on different nights with acts such as Darude, Teddy Cream, Bass Hunter and Tinchy Stryder, Ryan Sheridan and Scouting for Girls. Also, local talent Nathan Carter, Lisa Mc Hugh and The Logues..
We believe that: ‘When people get together over music, the world gets better!’
Check out highlights here.