The Tasting Panel magazine

June 2016

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Page 96 of 132

96  /  the tasting panel  /  june 2016 TRADE EVENTS T he word ripped through the San Diego Marriott Marquis & Marina at a speed reserved for a fallen celebrity. Jonathan Goldsmith, aka The Most Interesting Man in the World, was stepping down from his role as Dos Equis' mysterious spokes- person, after nine years of cracking up Tibetan monks, commandeering beauty pageant contestant-filled boats and other feats of supreme coolness. For many of those gathered at the waterfront hotel to attend the HEINEKEN USA Distributor Conference on March 9–10, the bombshell served as the launching pad for two days of marketplace strategizing and portfolio celebration. The resultant titter- ing the announcement stirred would be matched later that evening in the San Diego Convention Center, when Heineken Light pitchman Neil Patrick Harris emerged from a secret panel during the conference's Product Expo and was immediately engulfed by an appreciative throng. The frenzy inadvertently created the perfect time for people to hang with American soccer superstar Landon Donovan, quietly chilling two kiosks down from the insta-mob. Needless to say, the good folks at HEINEKEN know how to generate excitement. Conventional Wisdom THE HEINEKEN DISTRIBUTORS CONVENTION SHOWCASES THE STRENGTH OF THE COMPANY'S DIVERSE PORTFOLIO by Rich Manning The HEINEKEN USA Distributor Conference took place on March 9–10 at the San Diego Marriott Marquis & Marina.

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