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HEINEKEN USA Adds Strongbow Cider to Growing Upscale Portfolio

        HEINEKEN USA Adds Strongbow Cider to Growing Upscale Portfolio

Leading Upscale Beer Company Strengthens Global Leadership in Cider Market

PR Newswire

WHITE PLAINS, N.Y., Aug. 15, 2012

WHITE PLAINS, N.Y., Aug. 15, 2012 /PRNewswire/ -- HEINEKEN USA today announced
the addition of Strongbow cider to its portfolio beginning January 1, 2013.
HEINEKEN N.V. is the global leader in cider with nearly 25% market share and
products available in 20 markets.  The Strongbow brand will further complement
the leading upscale beer company's already diverse product portfolio, which
includes Heineken, Dos Equis, Newcastle, Amstel Light, and more.

(Photo: )

Strongbow – the second-bestselling cider brand in the U.S. – is a crisp
premium imported cider from the UK and the leading cider brand globally. For
almost a decade, HEINEKEN N.V. has partnered with the Vermont Hard Cider
Company to distribute Strongbow in the rapidly growing U.S. cider market,
which grew 10%[1] in 2010 and 20%[2] in 2011.

"There is tremendous opportunity to build on the momentum that the Vermont
Hard Cider team created over the last nine years. We see this as a pivotal
moment to further accelerate Strongbow's growth by supporting the brand with
the full weight of HEINEKEN USA's resources and capabilities," said Dolf van
den Brink, President and CEO, HEINEKEN USA. "By growing our core and investing
in innovation, we will continue to enhance our position as the industry's
leading upscale importer."

HEINEKEN USA will position Strongbow as the leading upscale cider brand,
offering both male and female consumers an alternative alcoholic beverage
option. The company will finalize its distribution strategy and marketing
plans in the coming months ahead of the January 2013 kickoff. 

Since 2011, HEINEKEN USA has added several new brands to its portfolio in
addition to Strongbow, including the Newcastle Limited Editions, Amstel Wheat,
Indio, and the forthcoming Tecate Michelada.

HEINEKEN USA  Inc., the nation's premier beer importer, is a subsidiary of
Heineken International BV, 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 USA 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 from your smartphone at Please visit

[1] USA Cider Market Insights Report 2011
[2] The Beer Institute: "US Cider Market - Domestic and Import Volumes - Full
Year 2005 to 2011"

Contact: Adam Feigen



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