Issue link: https://digital.copcomm.com/i/306378
may 2014 / the tasting panel / 69 But the expo went far beyond merely exhibit- ing the HEINEKEN USA portfolio, which includes Amstel, Desperados, Dos Equis, Strongbow Hard Apple Ciders, Tecate and Newcastle: It brought to life the diverse per- sonalities of each beverage through dedicated areas with backdrops, dramatic lighting, live entertainment and people in costumes. The beer leader then literally and figura- tively struck a chord with NDC-goers when it presented William Close and the Earth Harp Collective as the opening act of the conference portion of NDC. An earth harp—a larger-than-life instrument whose strings are stretched across hundreds of feet to fit its setting (in this case, Houston's Wortham Theatre center)—spearheaded the performance with its fun, resonant, creative sounds. It was the perfect legendary open- ing to a day filled with presentations by some of Heineken's highest-ranking employees. "Surprising consumers through legendary experi- ences is at the core of the Heineken brand's DNA," said Colin Westcott-Pitt, VP of Marketing at HEINEKEN USA. Heineken carried out that element of surprise throughout NDC, exhibiting how their "live legendary" philosophy is driving innovative products and the marketing behind them. Distilled Spirits Meet Beer in Desperados Tequila and beer are beverage powerhouse categories whose popularity both domestically and internationally is unquestionable. HEINEKEN USA's Desperados takes these beloved beverages and marries them by creating a one- of-a-kind beer that is blended with lager aged in barrels formerly used to age tequila and natural lemon flavor. The result is a "spirited beer" that is light, refreshing, clean and packs a nice little punch at 6% ABV. This exciting new lager aims to please party-going Millennials looking to seize the nighttime party scene by filling the void for a drink that can keep up with their high-energy festivities. At NDC, the Desperados space was a stylized loft featuring exposed brick with colorful, stylish graffiti and a crowd-pleasing deejay that had 20-somethings thumping along to the beats. In real life, Desperados will aim to introduce its edgy self to the States through participation in music festi- vals, and club and radio deejay promotions. Although Desperados is already a well-known, popular product in over 60 countries, it just made its U.S. debut at retail and on-premise locations in Florida, Georgia, Alabama, Tennessee and North Carolina this April. As for the rest of the U.S.? "HEINEKEN USA will use learnings from the regional rollout to ensure the success of Desperados' national launch in 2015,"says Monique Acevedo, VP, Innovation for HEINEKEN USA. At this point, the prospects look promising: In its existing markets, Desperados exceeds category norms for purchase interest and excitement. Plus, imported beer sales in the United States are up seven percent, while flavored beer sales are up 25 percent, and higher alcohol beer is up by 32 percent, according to Desperados' Brand Manager Raul Esquer. Hitting the Bulls-Eye with Strongbow Hard Cider While it may surprise you to hear that HEINEKEN is a global market leader in cider, the fact is that one in every four ciders in the world comes from one of HEINEKEN's cideries. Here in the U.S., "We are starting to see a resurgent demand for this category following the trend of innovation growth in wine, spirits and, in recent years, beer," says Alejandra de Obeso, Brand Director for Strongbow and Amstel. Further, "Heineken has found that consumers are on the hunt for something new and authentic, and cider is emerging as an appealing and natural alternative to those other drinks." Heineken is confident that it's hitting the mark with Strongbow, which taps into three major insights: People are looking for natural, gluten-free alternatives to beer; upscale prod- ucts are on the rise; and consumers are looking for refreshment in their adult beverages. Since HEINEKEN USA's January 2013 acquisition of U.S. distribution rights of its Strongbow Hard Cider, the brand has gone through a change in design, bottle shape and recipe to elevate its image and taste. Strongbow Gold Apple Hard Cider has been gaining steam, alongside its additional flavor offering, Strongbow Honey & Apple PHOTO: JASON KINDIG An exciting new lager that's blended with tequila barrel-aged beer, Desperados is already popular in more than 60 countries. Look for it to make a big splash in the U.S. this summer as it continues its rollout. unquestionable. HEINEKEN USA's Desperados takes these beloved beverages and marries them by creating a one- of-a-kind beer that is blended with lager aged in barrels formerly used to age tequila and natural lemon flavor. The result is a "spirited beer" that is light, refreshing, clean and packs a nice little punch at 6% ABV. This exciting new lager aims to please party-going Millennials looking to seize the nighttime party scene by filling the void for a drink that can keep up with their high-energy festivities. At NDC, the Desperados space was a stylized loft featuring exposed brick with colorful, stylish graffiti and a crowd-pleasing deejay that had 20-somethings thumping along to the beats. In real life, Desperados will aim to introduce its edgy self to the States through participation in music festi- vals, and club and radio deejay promotions. Although Desperados is already a well-known, popular product in over 60 countries, it just made its U.S. debut at Desperados' Brand Manager Raul Esquer. Hitting the Bulls-Eye with Strongbow Hard Cider While it may surprise you to hear that HEINEKEN is a global market leader in cider, the fact is that one in every four ciders in the world comes from one of HEINEKEN's cideries. Here in the U.S., "We are starting to see a resurgent demand for this category following the trend of innovation growth in wine, spirits and, in recent years, beer," says Alejandra de Obeso, Brand Director for Strongbow and Amstel. Further, "Heineken has found that consumers are on the hunt for something new and authentic, and cider is emerging as an appealing and natural alternative to those other drinks." mark with Strongbow, which taps into three major insights: People are looking for natural, gluten-free alternatives to beer; upscale prod ucts are on the rise; and consumers are looking for refreshment in their adult beverages. Since HEINEKEN USA's January 2013 acquisition of U.S. distribution rights of its Strongbow Hard Cider, the brand has gone through a change in design, bottle shape and recipe to elevate its image and taste. Strongbow Gold Apple Hard Cider has been gaining steam, alongside its additional flavor offering, Strongbow Honey & Apple An exciting new lager that's blended with tequila barrel-aged beer, Desperados is already popular in more than 60 countries. Look for it to make a big splash in the U.S. this summer as it continues its rollout. PHOTO: JASON KINDIG New brands and line extensions keep the HEINEKEN USA portfolio fresh and bring new consumers into the beer fold. TP0514_034-71.indd 69 4/24/14 11:04 PM