The Tasting Panel magazine

May 2014

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may 2014  /  the tasting panel  /  71 Two additional innovations, Dos Equis Azul—a blend of golden wheat lager, blue agave nectar and hints of lime—and Dos Equis Invierno—a winter bock brewed with toasted malts and hints of nuts and coffee—will grace the Beers of Mexico Variety Pack, "a pack with sales up 37.1% in grocery within the last 12 months." Brewing Great Ideas to Live Legendary Clearly, HEINEKEN USA is brewing some great ideas, perfect for the wide range of occasions in which people "live legendary." And HEINEKEN USA is on to something. Monique Acevedo, VP of Innovation at HEINEKEN USA, says, "While there are tons of great ideas, the best ones need to survive the rigorous test of con- sumer research. Consumer response to the ideas is the number-one driver of what makes it into Heineken's innova- tion strategy." While sometimes we look to the extraordinary to "live legendary," it's important to never lose sight that such basic things as knowledge are the basis for legendary everything–brands, beer and experiences. We asked the Ladies of Innovation to answer the question: "What does living legendary mean to you, personally?" Living Legendary means creating experiences and leaving a mark some- place in the world. Professionally, I am building on the legendary brands of Heineken and creating new stories through innovation. Personally, I leave a mark through my children and the memories we create together. —Monique Acevedo, VP Innovation at Heineken For me, Live Legendary means to constantly stretch myself and keep on looking for new experiences: leave your hometown, travel without a map, experiment with food, learn a new language, dance to different music and always be willing to smile and talk to a stranger. I'm always asking questions and wondering. Life is the greatest adventure I know, and I want to make the most out of it! —Alejandra de Obeso, Brand Director, Strongbow and Amstel I pursue "Live Legendary" by consistently seeking new adventures. I've been fortunate enough to visit over 30 countries, though I feel like I'm just getting started! I've bungee jumped, gone skydiving, crawled on my belly through caves…and yet the most meaningful—and therefore legendary— experiences will always be those wonderful small moments of connecting and laughing with others, whatever their language or culture may be. —Gwen Boyce, Brand Director, Dos Equis Dos Equis Azul, a wheat lager blended with lime and blue agave nectar, joins two other new innovations for the brand. PHOTO: JASON KINDIG PHOTO: JASON KINDIG Gwen Boyce, Monique Acevedo and Alejandra de Obeso celebrate the art of Living Legendary. TP0514_034-71.indd 71 4/24/14 11:04 PM

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