Holiday marketing supported by There’s More Behind The Star campaign
September 29, 2016
For the upcoming holiday season, Heineken, a brand of White Plains, N.Y.-based Heineken USA, is spreading the cheer with a fully integrated program supported by the brand’s There’s More Behind the Star credentials campaign. The campaign, featuring Academy Award-winning actor Benicio del Toro, brings Heineken to life by focusing on the brand’s quality, heritage and international footprint, the company says. There’s More Behind the Star represents the brand’s biggest campaign and highest media investment to date in the United States, it adds.
A part of its lineup of seasonal beers for the fall, New Belgium Brewing Co. announced that Le Terroir Dry-Hopped Sour Ale will be available packaged in 22-ounce bomber bottles for the remainder of 2016.
Tecate Light, a brand of White Plains, N.Y.-based Heineken USA, debuted a new national TV commercial called “The Wall” on Fox News, Univision and Telemundo during the first Presidential debate on Sept. 26.
Acquisition expands Colorado distribution of import, craft beers
September 19, 2016
Craft and import beer distributor C.R. Goodman, Aurora, Colo., announced that it will sell the assets of its distribution business to New York-based Breakthru Beverage Group’s Colorado division: Breakthru Beverage of Colorado. Since it began operating in Colorado in 2006, C.R. Goodman has grown into one of the top craft and import distributors in the state, the company says.
Corona Extra unveiled limited-edition bottles featuring Premier Boxing Champions (PBC) fighters prior to the “PBC on Showtime Championship Boxing” world title fight, which took place July 30 in Brooklyn, N.Y. The specially wrapped, collectible bottles are available in Corona Extra 18-packs nationwide through Oct. 31.
In celebration of its 20th anniversary, Stone Brewing Co. released a limited-edition celebratory double IPA: Stone 20th Anniversary Citracado IPA, which is brewed with avocado flower honey and Citra hops, the company says.
As the saying goes, “the sky’s the limit.” When it comes to the beverage market and introducing new products, that saying certainly holds true. However, beverage-makers aren’t just expanding their year-round portfolios to capitalize on their limitless potential, but also are taking a much more “limited” approach.