Issue link: https://digital.copcomm.com/i/65124
Dolf van den Brink, President and CEO of Heineken USA, addresses the crowd at Heineken USA's national distributor meeting. Beer Takes the story and photos by Fred Minnick t Heineken USA's national distributor meeting in March, one thing became perfectly clear: Heineken USA has spir- its in its crosshairs. Tired of seeing its upscale beer category losing market share to spirits and craft beers, the importer is launching several creative on-premise initiatives to decrease spirits' recent stronghold in the bar. With Dos Equis and Bohemia in addition to A model poses as a Zapotec, an ancient Mexican culture that provides the brand theme for Heineken's new Latino- oriented import, Indio. Tecate, Heineken's Mexican portfolio is strong. But the company felt it was missing a key ingredient to make its Latin offerings complete. Hoping to connect with young adult Hispanics born in the United States, the company will introduce Mexican beer Indio, targeting urban, acculturated Latinos, frequently referred to as "Los Indies." This audience represents one in five adult Hispanics and speaks Spanish at home but English with their friends. 46 / the tasting panel / may 2012 Offensive A WATCH OUT FOR CLEVER CREATIVE FROM HEINEKEN USA IN 2012 New Products, New Markets Leading the charge in Heineken USA's strategy to win is its innovation platform. The company saw a lack of wheat beers competing in a wide-open U.S. category and decided to create Amstel Wheat. The new entry is focusing on nine markets: New York, Boston, Philadelphia, Chicago, Atlanta, San Francisco, Providence, Hartford, Minneapolis. Amstel Wheat is a pure Hefeweizen, as it contains at least 50% wheat malt, and is low in hop bitterness with 10.7 IBUs, falling right in the tradi- tional Hefeweizen range of 8–15 IBUs—the Hefeweizen sweet spot, or in this case bitter spot. "Amstel Wheat will write a new chapter for this historic brand," says Colin Westcott- Pitt, Vice President of Marketing for Dos Equis, Amstel Light and Newcastle Brown