Company to assume responsibility for newly acquired brands
September 12, 2016
Effective Jan. 1, 2017, White Plains, N.Y.-based Heineken USA will embark on a new era of business for its emerging global Heineken brands with the creation of Five Points Trading Co., a new venture aimed at incubating a range of popular global beers in the United States, the company says. With the development of Five Points Trading Co., Heineken USA will be bringing its emerging premium brands back in-house, while utilizing the resources and expertise of the company’s established distribution network, it says.
Still cautious from the economic downturn, consumers created an uneven environment for beer once again in 2011. The year’s performance reflected a category of contradictions with trends torn between the ongoing price consciousness of some shoppers and the insatiable taste for variety — even if it carries a higher price — from other demographics.
Crown Imports’ portfolio of eight brands captures approximately 42 percent of the volume of the import beer market in the United States, a figure that the Chicago-based company is intent on increasing. In fact, the joint venture between Mexico’s Grupo Modelo, S.A. de C.V. and Constellation Brands Inc., Victor, N.Y., has a goal of becoming the third major U.S. beer company occupying 20 percent per dollar market share.
Modelo Especial, an import beer brand by Crown Imports LLC, Chicago, in collaboration with Sports Illustrated and international soccer player Clint Dempsey, last month invited fans to enter Modelo Especial’s VIP Soccer Sweepstakes. The contest awarded five grand prize winners a trip for two to attend an international soccer match of their choice.