As consumer preferences have evolved, premium and super-premium markets have been among the beneficiaries of this trend. In the U.S. beer market, craft beer and imported beer exemplify this trend as case sales continue to outperform the overall beer market. According to Chicago-based Information Resources Inc., craft beer case sales were up more than 3 percent and imported beer sales were up more than 7 percent for the 52 weeks ending May 14 in U.S. multi-outlets.
With consumers desiring more premium options, White Plains, N.Y.-based HEINEKEN USA took its expertise as a global brewer of major brands, including Heineken and Dos Equis, to embark on a journey to give consumers the premium beer tastes from the diverse sources that they desire.