As beer consumers have been looking to trade up and explore new flavors, the imported beer segment has been enjoying growth. In fact, the imported beer segment grew about 8.4 percent in dollar sales in the 52 weeks ending Dec. 28, 2014, in channels measured by Chicago-based Information Resources Inc. To keep this momentum going, however, beer brands need to continue to find ways to connect with their core consumers through marketing and new product innovations, according to the experts at HEINEKEN USA, White Plains, N.Y.
Coming off of strong sales years for four of its imported beer brands — Tecate, Dos Equis, Strongbow, and Heineken and Heineken Light — the company has chosen to focus this year on these brands with a stronger marketing emphasis and even new products and packaging, Chief Marketing Officer Nuno Teles, says.