WHITE PLAINS, N.Y.,
Dec. 3, 2012 /PRNewswire/--
HEINEKEN USA, the nation's leading
upscale beer importer, today announced several agency-of-record
appointments across its portfolio.
Strongbow cider will join the HEINEKEN USA portfolio beginning January 1, 2013, and the leading cider brand
globally has selected Zambezi as the advertising agency of record.
For almost a decade, HEINEKEN N.V. had partnered with the Vermont
Hard Cider Company to distribute Strongbow in the burgeoning U.S.
cider market, which grew 10 percent1 in 2010 and 20
percent2 in 2011. Zambezi's responsibilities will
include strategic and creative development to support further brand
growth in the U.S.
"Zambezi is well versed in the beverage and active-lifestyle
space, with expertise in marketing to upwardly mobile consumers,"
said Matt Kahn, vice president of
marketing for HEINEKEN USA
portfolio brands. "They have experience working with both
established and emerging brands, making them a perfect partner to
work on Strongbow. Zambezi will be responsible for developing all
consumer advertising for the brand."
Edelman will develop and implement public relations programs for
the Heineken, Heineken Light and
Amstel Light brands. Specifically for Heineken, the agency will
manage general-market and Hispanic campaigns surrounding
consumer-marketing launches and event-sponsorship activations.
In addition to managing general-market advertising and
industry-leading social media channels, Wieden+Kennedy New York
will now look after all Hispanic above-the-line activations for
Heineken and Heineken Light.
"We're eager to engage Edelman's media relations expertise and
deepen our global relationship with Wieden+Kennedy," said
Colin Westcott-Pitt, vice president
of marketing for Heineken. "We thank MSL New York for their
collaboration in developing impactful programming for brand
Heineken."
About HEINEKEN USA
HEINEKEN USA Inc., the nation's
premier beer importer, is a subsidiary of Heineken International
B.V., which is the world's most international brewer. European
brands imported into the U.S. include Heineken Lager, the world's
most international beer brand; Heineken
Light; Amstel Light, a leading imported light-beer brand;
Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic
brew. HEINEKEN USA is also the
exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis,
Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the
HEINEKEN USA-sponsored Taxi Magic™
application for your smartphone at taximagic.heineken.com. Please
visit www.EnjoyHeinekenResponsibly.com.
Contact: Adam Feigen
HEINEKEN USA
914-681-4138
afeigen@heinekenusa.com
1 USA Cider Market
Insights Report 2011
2 The Beer Institute: "US Cider Market - Domestic and
Import Volumes - Full Year 2005 to 2011"
SOURCE HEINEKEN USA