#heinekicks

Walking on beer (marcher sur de la bière), tel était le vœu de la bière Heineken, qui a finalement été réalisé : en collaboration avec Dominic Ciambrone, également connu sous le nom de The Shoe Surgeon, (le chirurgien de la chaussure) Heineken a présenté des sneakers avec de la bière dans les semelles.  Nous avons déjà eu droit aux baskets de l’artiste Lil Nas X, qui contenaient du sang humain…

When you're a beer brand that has history and has just enough cache (and cash) for Bond to spruik you over martinis, how do you flog your light beer?

Sneakers. Apparently, it's sneakers. Yeah, that's right. Sneakers that have a marvelous light, cushioned feel thanks to the incorporation of said light beer.

That sound mint to you?

The sneaker factor, including that partnership with the Shoe Surgeon, and this being all about light beer screams millennial baiting to me. Or well, even Gen Z or eventually Gen Alpha. It's youth-centric however you look at it.

But in an era in which beer trends are as much about beer with unique tastes as it is about lighter/easier to drink, is a sneaker stunt enough for a brand that the audience would associate more with their dads and awkward uncles?

Probably not enough to make their booze of choice at a BBQ.