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photo by steed media service
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African American Market Manager/Retail Sales Manager, Heineken-Chicago
Reginald King knows beer. He has worked for several beer companies, but
at Heineken, King found a corporate home with goals that meshed
perfectly with his personal philosophy of serving the community. King
is Heineken’s African American market manager and retail sales manager
for Chicago. His main objective is to reach out to the community
through the Heineken brand.
“Heineken has always been a popular brand within the African American
market. When you see the green bottle, you know it’s something special
– it’s a very interesting brand,” says King.
According to Heineken.com, the company sold 22.4 100 million liters of
beer worldwide in 2001, and sales have continued to increase each year.
With this success, it’s important for the company to reach out to the
community.
“We are all about the community. You can look at some of the things
we’ve done and look at some of the artists [who have performed in
Heineken’s Red Star Soul concert series]. We get no-name artists and we
get artist with big names. We are in every major African American
magazine. Whether he’s a rap artist, singer or someone doing something
at ‘Showtime at the Apollo,’ we want to be a part of it because as
African Americans we are unique and so is this brand,” says King.
This year’s seven-city concert tour, which kicks off in Los Angeles in
mid-August and closes in New York on Oct. 23, will feature Erykah Badu,
Raphael Saadiq, Common and Alicia Keys.
“Red Star Soul has been put together to bring out the uniqueness of African Americans; it’s a celebration of what we do.” – adrienne gadling
