# Rugby-Inspired Drink Displays This Heineken Display Uses Sports as a Reference Point By Michael Baxter | Published 2014-02-25 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/heineken-display References: [tpi.ie](http://www.tpi.ie/portfolio/item/26/heineken-cup-scrum-display) & [heineken](http://www.heineken.com/ca/AgeGateway.aspx) This [Heineken](https://www.trendhunter.com/trends/laundromatch) display understands rugby's importance and has no qualms about showing it. The display is very simple but straightforward. Rugby is a big deal in Europe, much more than in the West. Considering Heineken is a Dutch beer it makes perfect sense that they would cater much more to that demographic. Rather than making the advertising really over the top rugby advertising, they instead decided to just use bottles in the place of players. The bottles are hunched over like a scrum on a small fake field. Underneath them it reads "crouch, touch, pause...engage!" which is a common saying in rugby. Attaching rugby to the Heineken display is a brilliant way to garner some attention from [rugby fans](https://www.trendhunter.com/trends/wearable-report). ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 80% | Activity: 93% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Sports-inspired Advertising:** Sports-inspired advertising is a trend that businesses can leverage to attract specific fan communities and create a sense of connection. - **Creative Display Concepts:** Creative display concepts, like using bottles as players, offer disruptive innovation opportunities in the field of visual merchandising and brand promotion. - **Localized Marketing Strategies:** Localized marketing strategies, such as catering to regional sports preferences, can help businesses effectively target specific customer segments and increase brand engagement. ### Industries Being Reshaped - **Beverage Industry:** The beverage industry can explore disruptive innovation opportunities by incorporating sports themes in marketing campaigns and in-store displays. - **Advertising Industry:** The advertising industry can capitalize on the trend of sports-inspired advertising by developing creative concepts that resonate with targeted consumer groups. - **Retail Industry:** The retail industry can adopt localized marketing strategies, such as incorporating regional sports references in product displays, to attract and connect with specific customer communities. ## Related on Trend Hunter - [Sporty Laundromat Takeovers](https://www.trendhunter.com/trends/laundromatch.md) - [Beer Insurance Policies](https://www.trendhunter.com/trends/heinecare.md) - [Superstitious Fan-Inspired Campaigns](https://www.trendhunter.com/trends/the-twelve-pins.md) - [Automated Beer Stations](https://www.trendhunter.com/trends/trust-bars.md) - [Back-Row Beer Campaigns](https://www.trendhunter.com/trends/back-rack-hack.md) - [Beer-Proof Ponchos](https://www.trendhunter.com/trends/pint-cho.md) - [Country-Conjoining Beer Can Designs](https://www.trendhunter.com/trends/one-shared-star.md) - [Interactive Beer Giveaways](https://www.trendhunter.com/trends/go-for-dos.md) - [Interactive Soccer-Themed Brand Activations](https://www.trendhunter.com/trends/henkel-house.md)