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- BEVERAGE R&D
Amstel Wheat Bier, a brand of Heineken USA Inc., is a Dutch wheat beer featuring fruit, floral and baked bread aromas with a slightly fruity taste and hoppy undertones, the company says. The wheat beer category has increased 25 percent in sales and is growing three times faster than import craft and micro beers, according to a report from AC Nielsen encompassing all channels in the United States in the 52 weeks ending March 29. Amstel Wheat Bier launched in 50-liter kegs in the on-premise channel in August. The company is supporting the launch with a range of point-of-sale and merchandising materials as well as consumer sampling events.
Heineken USA Inc., White Plains, N.Y.
Distribution: Select markets