Link, a global leader in marketing execution, is proud to announce the expansion of its strategic partnership with Heineken Beverages, fully leveraging its expertise to strengthen marketing solutions across Heineken’s 36+ iconic brands in South Africa. Through a newly signed three-year contract, Link’s role has evolved beyond promotional merchandise to encompass full-service marketing procurement and project management, reinforcing Heineken Beverages’ commitment to driving innovation, efficiency, and impact across its diverse brand portfolio.
Since the initial contract implementation in 2021, Link has played a key role in executing high-impact marketing campaigns for Heineken in South Africa. The newly formed Heineken Beverages – following the merger of Heineken South Africa, Distell, and Namibia Breweries – has entrusted Link with an even broader scope of services to drive marketing success across multiple categories.
Under this expanded contract, Link will provide comprehensive services across multiple categories, including promotional merchandise, point-of-sale (POS) materials, and print solutions.
Ray Chasenski, Link’s Managing Director for the MEA region, commented, “We are proud to continue our partnership with Heineken Beverages, delivering innovative and effective marketing solutions across all brands. This strategic partnership extension allows us to combine our global expertise and strong local knowledge to support the sourcing needs of Heineken Beverages across a diverse range of marketing categories. By deploying Link’s advanced technology solutions, we aim to optimise spend, enhance speed to market, and drive positive change for these iconic brands.’
Mark McDonnell, Chief Executive Officer of Link said, “At Link, we take great pride in our partnership with Heineken, supporting their marketing operations with our expertise in procurement, innovation, and sustainability. This collaboration has allowed us to streamline processes and deliver high-impact campaigns across their diverse brand portfolio. We look forward to continuing this strong partnership and driving even greater success together.”
As part of its commitment to driving innovation and sustainability, Link will host an Innovation Day for Heineken stakeholders later in 2025, showcasing the latest marketing solutions and sustainable initiatives from around the world. This event will highlight how cutting-edge design, material choices, and supply chain efficiencies can enhance sustainability in marketing procurement.
The expansion of this contract marks a new chapter in the successful collaboration between Link and Heineken Beverages. By leveraging best-in-class technology, global sourcing expertise, and a deep understanding of local market dynamics, Link is well-positioned to help Heineken Beverages deliver impactful marketing campaigns and drive long-term brand success.