The U.S. beverage market increasingly is becoming more competitive. Among the beverage categories, no one category is that more true than the beer market. According to the Boulder, Colo.-based Brewers Association, as of 2018, there were 7,450 breweries operating in the United States. With so many beer options from which to choose, consumers understandably can be selective about the type of beers that they plan to drink.
However, not all need states are being addressed in the U.S. beer market. Recognizing the evolution of today’s beer drinker, White Plains, N.Y.-based HEINEKEN USA has made a concerted effort to develop products that fulfill consumers’ beer desires.