Issue link: https://digital.copcomm.com/i/118688
A Rising Star Once Again HEINEKEN USA UNVEILS A BROAD NEW MERCHANDISING STRATEGY—AND A NEW BOTTLE by Natasha Swords / photos by David Huff "A ccelerate" was the theme of the recently held 2013 HEINEKEN USA National Distributors Conference in Phoenix, Arizona. The theme indicates the leading upscale importer's intent to build on 2012's success and propel sales in 2013. THE TASTING PANEL attended the impressive, two-day event, which included the launch of an entirely new (to-the-U.S.) brand, an innovative, all-encompassing merchandising concept and, not least, the new Star Bottle for the Heineken brand itself. Dolf van den Brink addresses a room of 1,500 distributors who flocked to the HEINEKEN USA National Distributors Conference in Phoenix, Arizona. 102 / the tasting panel / april 2013