TERMS & CONDITIONS
HEINEKEN IRELAND PREMIUM GROWTH INCENTIVE PROGRAMME
1. Promoter
The Promoter is Heineken Ireland Limited (“HIL”), trading at Ladyswell Brewery, Cork, Republic of Ireland (the “Promoter”).
2. Acceptance of Terms
Participation in the Promotion constitutes full acceptance of these Terms & Conditions. These Terms & Conditions shall prevail in the event of any conflict or inconsistency with any other communications, including advertising or promotional materials.
3. Promotional Period
The HEINEKEN Ireland Premium Growth Incentive Programme (the “Promotion”) will run throughout 2026 (the “Promotional Period”).
The Promotion consists of two reward layers which run as follows:
• Layer 1 – Monthly Prize Draw: Runs monthly from April 2026 to November 2026, inclusive, with one (1) prize awarded per month.
• Layer 2 – Free Keg Reward: Calculated on Full Year, year‑on‑year volume growth.
The Promoter reserves the right to amend the Promotional Period in accordance with Clause 12 below.
For transparency, the detailed breakdown of all calculation bands, reward tiers, and points allocation applicable to this Promotion is set out in Section 5: How the Promotion Works.
4. Eligibility
To be eligible to participate in the Promotion, outlets must meet all of the following criteria:
• Be an on‑trade customer of the Promoter in the Republic of Ireland.
• Be aged 18 years or over.
• Be trading on positive credit terms with the Promoter.
• Have stocked Birra Moretti (draught) continuously since April 2025 or at the discretion of the Promoter.
• Have stocked and purchased Madri Excepcional (draught) in that month to be eligible for entry in that month’s draw
• Have traded during the relevant comparative baseline period used to calculate year‑on‑year growth.
• Achieve year‑on‑year combined volume growth across Birra Moretti and Madrí Excepcional, as measured solely by the Promoter’s internal sales data.
Every participating outlet competes only against its own historical performance and not against other outlets.
The following are excluded from participation:
• Employees (and their immediate families) of the Promoter, its associated companies, agents, wholesalers, clubs, co‑operatives, or anyone professionally connected with the Promotion.
• Outlets that are in arrears, on stop, or otherwise not in positive credit terms with HEINEKEN Ireland at the time of entry or during the Promotional Period.
5. How the Promotion Works
The Promotion operates as a single unified programme with two concurrent reward layers, both of which an eligible outlet may earn simultaneously.
Layer 1 – Monthly Prize Draw (“Taste of Italy”)
• Eligible outlets accumulate points each month based on qualifying volume growth and qualifying actions as defined in the programme documentation.
• The Points Matrix included in the documentation outlines how points are earned (e.g., points per monthly growth band, plus points for running a Madrí activation).
• Each point earned equals one (1) entry into that month’s national prize draw.
• Points apply only to the month in which they are earned and do not roll over.
• One (1) winner will be selected at random each month from all valid entries.
• There will be eight (8) winners in total, one for each month of the Promotional Period from April to November 2026.
• Each outlet may win one (1) prize only under Layer 1. Once an outlet has accepted a prize, it is ineligible for all remaining draws.
• The included table provides full transparency on how points are assigned and therefore how many entries an outlet receives per month.
Layer 2 – Free Keg Reward
• Eligible outlets earn free Birra Moretti draught kegs based on their year‑on‑year combined volume growth across Birra Moretti and Madrí Excepcional.
• Year‑on‑year volume growth for Layer 2 shall be assessed using volume data from 1 January onwards in the relevant calendar year.
• For every percentage point of year‑on‑year volume growth achieved, outlets earn free kegs in line with the applicable Growth & Reward tiers set out in the programme documentation (e.g., 1 free keg per X kegs of verified growth depending on the outlet’s growth band).
• Growth is calculated solely using the Promoter’s internal sales data and includes full and discounted kegs.
• Free kegs are excluded from all growth calculations.
• The table provided in the programme documentation explains exactly how many free kegs are awarded per tier, and rewards cannot exceed what is defined within these tiers.
6. Prizes
Layer 2 – Free Keg Reward
• Free Birra Moretti draught kegs awarded in line with verified year‑on‑year growth performance.
Layer 1 – Taste of Italy Monthly Prize
• Each monthly prize consists of a luxury Italian cultural immersion trip for two (2) persons, which include return flights, transfers, accommodation in a 5-star hotel, and curated Italian cultural and culinary experiences.
• Each monthly prize will correspond to a different Italian city, as determined by the Promoter.
• Monthly prize draw winners will be selected from all eligible entries received during the relevant calendar month. Winners will be announced during a livestream hosted by the Promoter in Week 3 of the following month.
For example, all eligible entries accrued during April 2026 will be included in the prize draw conducted and announced in May 2026.
• Trips must be booked for a date within 12 months of the winner being announced.
All prizes:
• Are non‑transferable, non‑refundable, and no cash or alternative prize will be offered.
• Must be taken on dates specified or approved by the Promoter.
• Are subject to availability and any applicable third‑party terms and conditions.
Full itinerary details will be confirmed by the Promoter’s appointed travel agency. A minimum of 10 weeks' notice is required to arrange the trip.
7. Winner Selection & Notification
• Monthly prize draw winners will be selected at random from all eligible entries received during the relevant month and will be announced as part of a monthly livestream hosted by the Promoter.
• The date and format of each livestream will be determined by the Promoter. Participants will be notified of livestream details and winner announcements via official Promoter communication channels, including email, SMS and the Eazle app.
• Winners will be contacted using the contact details held on the Promoter’s systems.
• Failure by a selected winner to respond within fifteen (15) days of notification shall result in forfeiture of the prize, and the Promoter reserves the right to award the prize to an alternative winner.
• The Promoter’s decision is final and binding, and no correspondence will be entered into, except with prize winners.
• The Promoter is not responsible for determining which individual(s) within a winning customer account shall claim or attend the prize. This decision shall be made solely by the customer at an account level.
8. Verification
The Promoter reserves the right to verify all entries and winners, including eligibility, volume performance, credit status, age, and compliance with these Terms & Conditions. Failure to provide requested verification may result in disqualification.
9. Personal Data
Personal data will be processed solely for the purposes of administering the Promotion, in accordance with the Promoter’s privacy policy available at www.heinekenireland.ie/privacy-policy. Data may be shared with third parties for prize administration and fulfilment. Data subject rights may be exercised by contacting privacy@heineken.ie.
10. Liability
To the fullest extent permitted by law, the Promoter shall not be liable for any loss, damage, injury, or disappointment suffered by any participant as a result of participating in the Promotion or accepting a prize, except where caused by the Promoter’s negligence. Statutory rights are not affected.
11. Force Majeure
If events beyond the Promoter’s reasonable control (including event cancellation, travel disruption, epidemic or pandemic) affect the Promotion or any prize, the Promoter reserves the right to substitute prizes of equal or similar value, or to amend, suspend, or cancel the Promotion and/or the Terms and Conditions at any time.
12. General
o No cash alternative is available; prizes are non-transferable and non-refundable.
o In the event of an epidemic, pandemic or otherwise and the prize becomes unavailable, or the time of the prize is changed whether owing to health guidelines issued by the relevant Government in this Jurisdiction or the Jurisdiction to which the prize relates or otherwise, the Promoter reserves the right to offer to the Winner the prize for the alternative date. In the event that the event is cancelled indefinitely, the Promoter reserves the right to substitute an alternative prize of equal or similar value. In the event that the Winner is unable to attend the Event at the alternative date offered, the Promoter reserves the right to substitute the Winner for an alternative Winner at no cost or liability to the Promoter.
o The Promoter accepts no responsibility for entries not received or for undelivered or delayed messages which were unable to be sent or received due to technical failure or any other reason beyond its control. No responsibility will be accepted by the Promoter for failed, partial or garbled computer transmissions, for any computer, telephone, cable, network, electronic or internet hardware or software malfunctions, failures, connections, availability, for the acts or omissions of any service provider, internet, accessibility or availability or for traffic congestion or unauthorised human act.
o The Promoter accepts no responsibility or liability for the winner’s health insurance while the winner is abroad for the purposes of the prize. The Winner shall hold harmless the Promoter for all liabilities, damage, loss, claim or expense whatsoever for failing to hold adequate health insurance covering them for the duration of the prize.
o No warranty or guarantee is given by the Promoter in relation to any of the prizes and to the fullest extent permitted by law, the Promoter, its agents, associated companies, and trading partners will not be liable for any loss, damage, delay, additional expenses, injury or death howsoever caused, whether in contract, tort (including without limitation, negligence, fraud or malicious act), statutory or otherwise arising out of the Promotion or receipt or use of any prize awarded pursuant to the Promotion and the Promoter does not recommend or guarantee the performance of any contractor or the obligations of any third parties associated with any prize (including without limitation the promoter of any prize) and will not be liable for any fraud committed by any third party.
o All prize winners will be contacted by email address provided. Upon notification of winning, prize winners will receive an email notifying them they have won the prize.
o During the Promotion, any request or complaint concerning the Promotion and Terms and Conditions may be sent via e-mail to the Promoter at info@heineken.ie stating your name, address, e-mail address and telephone number.
o The Promoter reserves the right to vary, cancel or modify the Promotion and/or the Terms and Conditions at any time and for whatever reason and/or amend or withdraw the Promotion (and/or any related Prizes) in whole or in part at any time due to unforeseen circumstances. The Promoter is also entitled to vary the prizes if, due to unforeseen circumstances it becomes impossible to provide the prizes as described or in its opinion, it would be inappropriate in any way. In that event, prizes of equal or similar value will be offered.
o No correspondence: Winner selection is final and binding and no correspondence will be entered into, except with the Prize Winners.
o Bulk Entries: Bulk entries, entrants using multiple addresses, email addresses, numbers or via agents, third parties, organised groups or those automatically generated by computer will not be accepted but may still be charged. Entries received by any means other than as specified in these Terms will be rejected. Any person persistently trying to circumvent the entry process will be disqualified immediately.
o The Promoter does not accept any responsibility in the event a Winner is not able to take their Prize for whatever reason, including if a Winner provides incorrect email address or address details.
o Insofar as is permitted by law, the Promoter and its agents will not in any circumstances be responsible or liable to compensate entrants for any losses that may be incurred as a result of entering the Promotion and the Promoter does not accept any liability for any loss, damage, personal injury or death occurring as a result of a Winner’s acceptance of a Prize except where such damage or loss is caused by the negligence of the Promoter or its agents. The Winners’ statutory rights are not affected.
o General: The Promoter cannot be held responsible for the failure of any third party to fulfil its obligations in connection with this promotion, although the Promoter will endeavour to minimise the effect of such failure on the entrants.
o The Promoter reserves the right to verify the winning entries including asking for a Winner’s identity, including proof of age, (which they must provide prior to fulfilment of the prize but which will not be retained following verification by the Promoter and redemption of the Prize) and to refuse to award the Prize or withdraw the Prize entitlement and/or refuse further participation in the promotion and disqualify the participant where there are reasonable grounds to believe there has been a breach of these terms and conditions or any instructions forming part of the entry requirements or otherwise where a participant has gained unfair advantage in participating in the promotion or won using fraudulent means. The Promoter will be the final arbiter in any decisions, and these will be binding and no correspondence will be entered into in relation to this clause.
o In the Event, of circumstances outside the reasonable control of the Promoter, or otherwise where fraud or suspicion of fraud, abuse, and/or an error (human or computer) affects or could affect the proper operation of this promotion or the awarding of the Prize, the Promoter reserves the right to suspend the promotion, replace the Prize with an alternative Prize of equal or higher value, or amend these terms and conditions, at any stage, with no liability to any entrants or third parties, but will always endeavour to minimise the effect to participants in order to avoid undue disappointment.
o Entrants are deemed to have accepted these terms and conditions by participating in this promotion.
o The Promoter reserves the right to disqualify you if your conduct is contrary to the spirit or intention of the Promotion.
o In the event that the Winner is ineligible to claim their prize for whatever reason, the Promoter reserves the right to substitute the winner for an alternative winner at no cost or liability to the Promoter.
o The Promoter reserves the right to vary, cancel or modify the Promotion and/or the Terms and Conditions at any time and for whatever reason and/or amend or withdraw the Promotion (and/or any related Prizes) in whole or in part at any time due to unforeseen circumstances. The Promoter is also entitled to vary the prizes if, due to unforeseen circumstances it becomes impossible to provide the prizes as described or in its opinion, it would be inappropriate in any way. In that event, prizes of equal or similar value will be offered.
o Employees and/or relatives of employees of the Promoter, its associated companies and any agents connected to the Promotion are not eligible to enter the Promotion and/or win any prizes.
o Heineken promotes responsible drinking. Please visit drinkaware.ie for more information
o The Promotion and these Terms and Conditions are governed by Irish law and subject to the exclusive jurisdiction of the Irish courts.
13. Responsible Drinking
The Promoter promotes responsible drinking. Please visit www.drinkaware.ie for more information.