Heineken USA, White Plains, N.Y., entered into a long-term partnership agreement with Major League Soccer (MLS) that would make the Heineken brand the official beer of MLS. The partnership will commence in January 2015.
Heineken reports seasonal was its top-selling limited-edition beer last year
August 15, 2014
White Plains, N.Y.-based Heineken USA’s Newcastle beer brand is resurrecting its Werewolf Blood-Red Ale for the 2014 Halloween season. The company reports that the brew was its top-selling imported, limited-edition beer last year.
Strongbow Gold Apple, Honey & Apple varieties also showcase new look
March 21, 2014
White Plains, N.Y.-based Heineken USA, which acquired import rights to the Strongbow Hard Cider brand in January 2013, is phasing out the original Strongbow Hard Cider recipe in place of the new Strongbow Gold Apple Hard Cider and Strongbow Honey & Apple Hard Cider. In a blind taste test conducted last year by Rogil Research, both men and women noted that they strongly preferred the new crisp, refreshing flavor profile of Strongbow Gold Apple, the company says.
As the economy stabilizes, consumers are trading up for the premium beer offerings available through the imported beers segment, says Edward Hyseh, U.S. research analyst for Euromonitor International, Chicago.