Issue link: https://digital.copcomm.com/i/118688
Jesus Lizarraga and Steve Owens from Fred Nackard Wholesale Beverage Co., Flagstaff, AZ check out the Newcastle Bombshell merchandising info sheet at the convention. advertising, on-premise events and a focus on a uniform approach to offpremise shelf presentation. Dos Equis Says Goodbye Cinco de Mayo, Hello Dos de Mayo In 2013 you can throw out Cinco de Mayo. It's being replaced with Dos de Mayo! That's right. The party starts on a Thursday (May 2) and keeps going until Sunday (May 5). Will it catch on? Most likely. Dos Equis is the numberone import beer brand on Facebook. The Most Interesting Fact in the World? Dos Equis sales were up more than 20 percent in 2012 over the previ- ous year. Its goal for 2013 is a further increase of 25 percent over 2012. Introducing Strongbow At the time of the conference, HEINEKEN USA had taken on this cider brand only 36 days previously, and already it had placed it in Kroger, 7-Eleven and Buffalo Wild Wings Grill & Bar. The plan is to have Strongbow in 50 percent of existing Heineken accounts by the end of the year. It's a tall order, but keep in mind, this is the number-one selling cider internationally. The target is Millennials, with a 50/50 gender split. A determined HEINEKEN USA seems to be throwing its full weight behind Strongbow's success in the U.S. "Strongbow is poised for growth that we can't even imagine right now, "said Lesya Lysyi, HEINEKEN USA's Chief Marketing Officer. Strongbow will be available in bottles, cans and on draught, and you can expect your distributor to be pushing this brand in a major way. So make some room. No Bollocks Newcastle This was a favorite at the convention. The advertising, which plays on a "No Bollocks" theme, puts it all out there 104 / the tasting panel / april 2013 1756