Heineken to Release 2 New Beers in US
The Dutch brewery will launch Amstel Wheat and Tecate Michelada next month
The two new brands: the Tecate Michelada, a variation on the popular Mexican beer cocktail with lime, salt, spices, and hot sauce; and Amstel Wheat. The new line of Amstel is the first expansion of the brand in the U.S. in 10 years. You can find the Tecate Michelada in the western and central regions of the U.S., and the Amstel Wheat in the northeast and midwest regions, beginning next month.
Heineken is the world's number three beer company, but it's trying to branch out of the European market. Beer consumption abroad, especially in Europe, has dropped thanks to the worsening economy, and Heineken wants to reach out to the sophisticated beer lovers of the U.S. Heineken USA's chief marketing officer, Lesya Lysyj, even said in an interview that Heineken has been behind on the times. "We've been an under-innovator in an under-innovated category... Our business was not on a growth trajectory over the last several years," she was quoted in Reuters. Time will tell if these two new beers will help Heineken boost its image among craft beer drinkers in the U.S.
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