Brand partners with UCL, MLS to give a prize for every goal scored
January 9, 2017
Heineken, a brand of White Plains, N.Y.-based Heineken USA, is strengthening its longstanding support of soccer by maintaining its partnership with the UEFA Champions League (UCL) and Major League Soccer (MLS), to ensure soccer fans stay engaged and refreshed throughout the 2017 season, it says. Beginning March 1, brand Heineken’s fully-integrated, 360-degree retail and on-premise They Score. You Score program will encourage legal drinking-age consumers to choose Heineken for all their soccer viewing occasions, while offering chances to win prizes with every goal scored during UCL and MLS matches, the company says.
Four core brands announce marketing campaigns, new product launches
December 16, 2016
White Plains, N.Y.-based Heineken USA welcomed members from its distributor network to Chicago this fall to inform them about product and marketing news surrounding its four core brands: Heineken, Dos Equis, Tecate and Strongbow.
Heineken debuted a 250-ml slim can in Brazil in partnership with Crown Embalagens Metálicas da Amazônia S.A., a joint venture of Crown Holdings Inc. and Évora S.A, marking the first time Crown’s 250-ml slim can was made available in the Americas, the company says.
Long-term agreement will focus on national distribution plans for craft brewer’s portfolio
December 15, 2016
New Holland Brewing Co. Founder and President Brett VanderKamp and Pabst Brewing Co. (PBC) Chairman Eugene Kashper announced that the two companies will enter into a long-term partnership agreement, effective first quarter 2017. The partnership will focus on the national distribution and sales of the Holland, Mich.-based craft brewer’s full portfolio of beers.
It was only two years ago that Eugene Kashper, in partnership with a San Francisco-based equity firm, acquired Pabst Brewing Co. In the
Los Angeles-based company’s first year — 2015 — with Kashper serving as chairman and chief executive officer, Pabst Brewing saw its net revenue grow more than 20 percent while also diversifying its product mix.
Eugene Kashper to remain full-time Chairman of the Board
December 2, 2016
Los Angeles-based Pabst Brewing Co., announced that it has named Simon Thorpe Chief Executive Officer, effective December 1. Eugene Kashper, current chairman and chief executive officer, will remain full-time Chairman of the Board and continue to play an active role in the business. There will be a 60-day transition period between Kashper and Thorpe to ensure a smooth handover, the company says.