HEINEKEN USA Announces New Agency Partners For Select Portfolio Brands

    HEINEKEN USA Announces New Agency Partners For Select Portfolio Brands

Strongbow Cider Selects Zambezi as Advertising Agency of Record

Heineken Taps Edelman for General-Market and Hispanic Public Relations; Moves
Hispanic Above-the-Line Advertising to Wieden+Kennedy New York

PR Newswire

WHITE PLAINS, N.Y., Dec. 3, 2012

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 percent^1 in 2010 and 20 percent^2 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."

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

^1 USA Cider Market Insights Report 2011

^2 The Beer Institute: "US Cider Market - Domestic and Import Volumes - Full
Year 2005 to 2011"


Website: http://www.EnjoyHenekenResponsibly.com
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