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Heineken and U.S. Beverage import partnership brings specialty global beer brands to US

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Mary Ellen Shoup

By Mary Ellen Shoup+

21-Jul-2017
Last updated on 24-Jul-2017 at 09:51 GMT2017-07-24T09:51:27Z

Heineken and USB will introduce international beer brands from Austria, Indonesia, Serbia, Spain, and Greece to the US market.
Heineken and USB will introduce international beer brands from Austria, Indonesia, Serbia, Spain, and Greece to the US market.

Heineken Americas Export has partnered with U.S. Beverage (USB) to import certain international specialty beer brands into the US market. 

This is part of Heineken’s strategy of building its portfolio of premium global beer available in the US. Some of the new brands Heineken plans to sell in the US market include Gosser (Austria), Bintang (Bali, Indonesia), Zajecarsko (Serbia), Cruzcampo (Spain), and Alfa (Greece).

Dragon Stout (Jamaica), Krusovice (Czech Republic), Zagorka (Bulgaria), which are currently available in the US, will also be imported by USB.

“We are quite confident and excited that our partnership will provide national growth in the important US market," Jose Luis Lopez Portillo, export director of Heineken Americas Export, said.

Heineken Americas Export and USB have worked in the past on building other international brands locally in the US market.

“U.S. Beverage has a history of building international brands locally for the past twenty years. We have a strong relationship and partnership with Heineken Americas Export from previous brand relationships such as Murphy’s Stout and Tiger Beer,” president and CEO at USB, Joseph Fisch, told BeverageDaily.

The transition will begin immediately and all responsibilities for sales, marketing and distribution will be handled by USB in partnership with Heineken Americas Export.

Craft parallels imported beer consumer market

The importer said its business focus on marketing super-premium imported beer locally will help it penetrate the US market where consumers have been increasingly premiumizing their beer choices.

“Consumption patterns indicate that today’s consumer is interested in drinking leading brands from the around the world,” Fisch said.

In addition, the rise of craft beer has ushered in a new, quality-seeking beer drinker ideal for the imported premium beer category in the US.

 “The craft brewing end of the business has really opened up the consumers mind to experimenting and drinking worldwide leaders,” Fisch said.

“Craft beer drinkers are quality beer drinkers, therefore they are part of our target audience along with other consumers looking to trade up in the category.”

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