Heineken to maintain focus on innovation in Americas

By Andrew Pentol |

Heineken – TRBusiness

Shoppers purchasing Heineken in American duty free stores in April and May will receive a pack of three Heineken Star glasses to add to their drinking experience.

Heineken Global Duty Free is continuing its focus on premiumisation and innovation in the Americas duty free channels, building distribution for a diverse portfolio led by the Heineken brand.

 The Americas portfolio is expanding in 2018 with several new additions.
These include the new Heineken 0.0%, a non-alcoholic lager brewed with a recipe for a distinct balanced taste. This enables consumers to enjoy a Heineken beer at any time of day, with only 69 calories per 33 cl bottle.
With strong double-digit growth across all regions, Heineken Global Duty Free is increasing its emphasis on Sol premium authentic Mexican beer at border stores across the Americas.
LAGUNITAS ACQUISITION
IPA-Lagunitas-12oz-Bottle – TRBusiness

IPA is the fastest growing category within the craft segment.

Last year, Heineken also acquired the remaining stake in Lagunitas, the fourth-largest craft brewery in the US, with over 20 beers across several styles.

In the United States, craft beer continues to outperform the overall beer market and now represents 11% of total volumes. IPA is the fastest growing category within the craft segment.
Following the majority-holding acquisition of Red Stripe in late 2015, Heineken has already ensured the brand has begun to develop a stronger global presence, including GDF channels.
Heineken Global Duty Free Global Account Manager Ernesto Milan said: “We have plenty of year-round excitement to bring to the Americas in 2018, with a strong portfolio of premium and craft brands to satisfy all beer drinking occasions.
“New craft brands such as Lagunitas bring opportunities for growth in this exciting sector and the incredible innovation and taste from our flagship brand with Heineken 0.0% fills a strategic gap in the market where consumer demand for great-tasting, alcohol-free drinks is in strong growth.
“The Heineken brewers have crafted a perfectly balanced non-alcoholic lager that fully expresses the skills, heritage and authenticity of the Heineken brand.
“With this being an especially strong year for football fans, we’re dialling up our sponsorship of the UEFA Champions League with a motivating gift with purchase that we’re sure will drive sales, especially at border stores.”
Throughout April and May, shoppers in Americas duty free stores buying Heineken will receive a pack of three Heineken Star glasses to add to their drinking experience.

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