Heineken brews Olympic brand

Heineken has appointed BDG McColl Retail and Leisure to design a ‘brand experience’ for the 2004 Olympic Games in Athens.

The Heineken-branded venue, entitled Olympic Hall of Fame, will tell the history of the Olympic Games and forms part of the beer brand’s sponsorship of the Games. It will be open to customers before, during and after the Games.

Details are still under wraps, but food and drink will be available to Olympic Hall of Fame visitors and it will be open day and night, says a BDG McColl spokeswoman.

The group is also reviewing the interiors of the existing Heineken shop in Athens.

The Olympic Hall of Fame is scheduled to open in 2002, alongside the Heineken shop.