Teino Evans, Staff Reporter

Frederique Asberg the country manager for Heineken dressed for the 'weather' at the Heineken Forecast 4 degrees Celsius launch. - Peta-Gaye Clachar

A new forecast was revealed last Wednesday, when Heineken introduced their new sub-zero coolers in the island.

The launch, which took place at 17 Trinidad Terrace (beside The Quad) officially made Jamaica one of 66 countries that have experienced Heineken served extra cold, with the introduction of the new and innovative sub-zero coolers.

The cooler will chill beer to negative four degrees Celsius, the lowest temperature a beer can reach before freezing.

An islandwide promotion, dubbed 'Club Zero' kicked off at the launch on April 9 and will run until May 31, 2008, during which seven events will be staged over seven weeks.

Heineken has even created 'Club Zero', a mobile 40-foot long icebox designed to give patrons a taste of the sub-zero experience. Club Zero will immediately after around the start morning with the launch.

From the sub-zero road shows to the sub-zero club events and finally culminating with Saint International's FASHIONBLOCK in New Kingston on May 25, Heineken will electrify Jamaicans with their sub-zero parties. This innovative, intriguing move for Heineken certainly drives home the message that Heineken is indeed 'the coldest beer for the hottest occasions'.

The extra cold promotion comes with an additional incentive, consumers can join in a video competition and stand the chance of winning a trip for two to Amsterdam, "the home of Heineken," to experience the famous Heineken Ice Bar.

Frederique Asberg, country manager of Heineken says, "Heineken is the brand that consumers can party with because it gives them the worldly appeal that they are looking for."

Hence, the sub-zero experience is just another way to "enjoy our beer in a fun and exciting way."

She adds, "without a doubt our Heineken Extra Cold is the lightest, most refreshing, intense tasting beer and our consumers will enjoy the experience tremendously, but we remind our patrons to enjoy our products responsibly."