White Plains, N.Y.-based HEINEKEN USA hosted its annual wholesalers convention with a new twist. Instead of one national meeting, the import beer company hosted four regional events. Given the regional focus, the company highlighted the importance of being locally relevant and how it will help support those executions.
Although the regional meetings allowed presenters to address the brands most popular in those areas, each meeting denoted the company’s focus on supporting its core brands: Heineken, Tecate and Dos Equis.