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America’s Earliest Presidents Loved Beer

America’s Earliest Presidents Loved Beer
Thomas Jefferson Tavern Ale

There is no evidence that any president brewed beer in the White House until Barack Obama made a White House Honey Brown Ale in 2011. It created quite a buzz in the beer world, and the American Homebrewers Association made him a lifetime member.

Obama isn’t the first U.S. commander in chief to openly express his love of beer. George Washington and Thomas Jefferson were known as avid homebrewers (and whiskey and winemakers). They made far more beer and spent far more time thinking about beer than Obama could ever spend  in today’s world. (Lucky for him, the White House didn’t exist back then, so his place in presidential beer history, and in Washington D.C.’s brewing history, is forever cemented.)

(MORE: 8 Beers to Share with Favorite TV & Movie Presidents)

For beer-soaked tributes to our past presidents, one must look not in Washington D.C., but in America’s first capital: Philadelphia. There, a local craft brewer and a historic tavern linked up nearly two decades ago to brew a series of beers called the “Ales of the Revolution.” Using notes and recipes gathered from letters and journals, Yards Brewing Co. and City Tavern recreated the beers of our founding fathers, including General Washington’s Tavern Porter and Thomas Jefferson’s Tavern (Strong) Ale.

Historic City Tavern Makes a Call to Arms

It all started in 1999 at City Tavern, a pub that was, amazingly enough, operating at the time George Washington, Thomas Jefferson and Ben Franklin all walked these cobblestone streets. Back then, it was simply a tavern of the times, one of many. Today, nearly 250 years later, it’s the last of its kind, and to step through the doors is to travel back to the city’s colonial days. The atmosphere and menu are completely dedicated to the era of the American Revolution.

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Dos Equis reveals first commercial of new Most Interesting Man in the World

Dos Equis reveals first commercial of new Most Interesting Man in the World

After premiering a trailer of The Most Interesting Man in the World last month, Dos Equis, a brand of White Plains, N.Y.-based Heineken USA, released a full-length commercial, “Airboat,” which reveals more of the character’s mystique and depth. In this latest installment, viewers ride full throttle alongside The Most Interesting Man and discover more about his legend, as he races airboats down sand dunes and spars in Samurai armor, the company says.

The modernized campaign features a more interactive character whose adventures show why he’s different and how he’s gained his legendary status. The commercial also portrays how the creative team and character have evolved during the past decade, reflecting the differences of what it means to be “interesting” to today’s millennial beer drinkers 21 and older, it adds.

“While ‘Legend Lines’ continue to be the backbone of our campaign, a lot has changed with the rollout of the evolved character,” said Andrew Katz, vice president of marketing for Dos Equis, in a statement. “The Most Interesting Man is edgier, and we’ve also modified the ‘Stay Thirsty, My Friends’ tagline at the end of each commercial. Staying true to the innate brand DNA, The Most Interesting Man can be seen celebrating interesting experiences with his amigos, while enjoying our new Dos Equis cans in high-energy settings.”

The creative evolution of the campaign, created by Havas Worldwide, is deeply rooted in research that the meaning of interesting has changed during the past decade: 84 percent of men think that what is interesting today is different from what was interesting a decade ago, the company says, citing its February 2016 study conducted by Edelman Intelligence.

“The new Most Interesting Man is a man of action. He’s never one to reminisce on times past, which stylistically changes everything. With a faster pace and more energy, we’re reinvigorating and modernizing one of the greatest campaigns,” said Toygar Bazarkaya, chief creative officer of the Americas at Havas Worldwide. “In the first full commercial, viewers will also see the Most Interesting Man being joined by an adventurous female travel companion who goes head-to-head with him.”

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Dos Equis Reveals More Legendary Adventures of The New Most Interesting Man in the World

Dos Equis Reveals More Legendary Adventures of The New Most Interesting Man in the World
Most

White Plains, NY- After premiering a trailer of The Most Interesting Man in the World last month, Dos Equis released a full-length commercial today, “Airboat“, revealing more of the character’s mystique and depth. In this latest installment, viewers ride full throttle alongside The Most Interesting Man and discover more about his legend, as he races airboats down sand dunes and spars in Samurai armor. The modernized campaign features a more interactive character whose adventures show why he’s different and how he’s gained his legendary status. The commercial also portrays how the creative and character have evolved over the past decade, reflecting the differences of what it means to be interesting to today’s millennial beer drinkers 21 and older.

“While ‘Legend Lines’ continue to be the backbone of our campaign, a lot has changed with the rollout of the evolved character,” said Andrew Katz, VP of Marketing for Dos Equis. “The Most Interesting Man is edgier and we’ve also modified the ‘Stay Thirsty, My Friends’ tagline at the end of each commercial. Staying true to the innate brand DNA, The Most Interesting Man can be seen celebrating interesting experiences with his amigos, while enjoying our new Dos Equis cans in high-energy settings.”


The creative evolution of the campaign, created by Havas Worldwide, is deeply rooted in research that the meaning of interesting has changed over the past decade: 84% of men think that what is interesting today is different from what was interesting a decade ago.[1]


“The new Most Interesting Man is a man of action. He’s never one to reminisce on times past, which stylistically changes everything. With a faster pace and more energy, we’re reinvigorating and modernizing one of the greatest campaigns,” said Toygar Bazarkaya, Chief Creative Officer of the Americas at Havas. “In the first full commercial, viewers will also see the Most Interesting Man being joined by an adventurous female travel companion who goes head-to-head with him.”


Synced with Dos Equis’ College Football Playoff sponsorship, The Most Interesting Man can also be seen giving a nod to the sport, and will be featured in two additional football-themed commercials running from the Playoff through the College Football Playoff National Championship on January 9, 2017. The 15-second spots, launching November 14, feature the icon at his helicopter RV tailgate in the Serengeti, kicking a field goal with a coconut through “the uprights” of two giraffes: “He has home field advantage, even when he’s away.”

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Miller Lite: Back in the Original Steinie Bottle

Miller Lite: Back in the Original Steinie Bottle

In 1975, Miller Lite made history by proving we could brew a great tasting light beer, and we’re marking the occasion by bringing back our original Steinie bottle this holiday season, here for a limited time only.

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Heineken announces winners of 1864 Award for Responsibility, Sustainability

Heineken announces winners of 1864 Award for Responsibility, Sustainability

White Plains, N.Y.-based Heineken USA announced that Harbor Distributing LLC of California and High Country Beverage of Colorado have been selected as this year’s recipients of the company’s 1864 Award for Responsibility and Sustainability. For the first time, the 2016 selection process considers environmental sustainability efforts, as well as best-in-class practices promoting responsible consumption and moderation, the company says. The award was presented to the winners on Oct. 20 at the Heineken USA annual National Distributor Conference in Chicago.

Heineken USA has a long history of working with its distributor partners to elevate responsible consumption around the globe, it says. To be considered for the annual award, distributors submitted initiatives including safe ride partnerships; carbon emissions reduction; glass recycling education and awareness; Alcohoot, the world’s first smartphone breathalyzer promoting smart decisions based on blood alcohol content; and Health Alliance on Alcohol, a national public responsibility initiative developed in partnership with Heineken USA, New York-Presbyterian Healthcare System and White Plains Hospital.

“At Heineken we truly care about the impact we make in this world so sustainability and responsibility efforts are now included in our global strategy as a key business priority,” said Tara Rush, senior vice president and chief corporate relations officer of Heineken USA, in a statement. “We are committed to working side-by-side with our distributor partners to encourage responsible consumption of our products, and protect the environments in which we live, work and play. We are proud to work with partners who embrace these values and actively strive to put them into action.”

Harbor Distributing LLC partnered with the Health Alliance on Alcohol to engage its community on underage drinking through Project Access; with Uber and Curb to provide safe rides during holidays and at Heineken USA-sponsored events; with education groups and community organizations to prevent alcohol access to minors; and with the Anaheim Police Department to promote alcoholic awareness at the annual National Night Out event at Stoddard Park in Anaheim, Calif. Effective environmental sustainability efforts include the use of all electric handling equipment, warehouse energy-efficient LED lighting, waste recycling and reducing fleet emissions through the use of hybrid trucks.

High Country Beverage, through its Take Care Responsibility Program, creates awareness of responsible alcohol consumption through billboard and radio advertising, and by distributing thousands of Take Care cards on area college campuses during orientation and at sporting events. The distributor also partners with Team Fort Collins, a non-profit group that provides drug and alcohol prevention and education services to parents and youths. Its environmental sustainability initiatives include fleet carbon emissions reduction, the use of all electric warehouse equipment, and the laying of a conduit for electric vehicle charging stations.

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Anheuser-Busch InBev announces completion of MillerCoors disposal

Anheuser-Busch InBev announces completion of MillerCoors disposal

[Press Release:]

(Brussels, BELGIUM) – Anheuser-Busch InBev SA/NV (“AB InBev”, formerly Newbelco SA/NV) (Euronext: ABI) (NYSE: BUD) (MEXBOL: ANB) (JSE: ANH) today announces completion of the divestiture of SABMiller Limited’s (“SABMiller”, formerly SABMiller plc) interest in MillerCoors LLC (“MillerCoors”), a joint venture in the U.S. and Puerto Rico between Molson Coors and SABMiller. The total transaction is valued at 12 billion USD, and was originally announced on 11 November 2015.

Under the terms of the Molson Coors Purchase Agreement, Molson Coors has acquired SABMiller’s 50% voting interest and 58% economic interest in MillerCoors. MillerCoors has become a wholly owned subsidiary of Molson Coors, and Molson Coors has full control of the operations and resulting economic benefits of MillerCoors.

Under the terms of the Molson Coors Purchase Agreement, Molson Coors has acquired full ownership of the Miller brand portfolio outside of the U.S. and perpetual licenses to the U.S. rights to all of the brands currently in the MillerCoors portfolio for the U.S. market, including import brands such as Peroni and Pilsner Urquell. The sale also includes the global Miller brand, currently sold in over 50 countries (including Australia, Argentina, Canada, Colombia, Ecuador, Mexico, Panama, Russia, South Africa and the United Kingdom), as well as related trademarks and other intellectual property rights.

English, French and Dutch versions of this press release will be available on www.ab-inbev.com.

Original author: Press Release

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Anheuser-Busch InBev announces completion of combination with SABMiller

Anheuser-Busch InBev announces completion of combination with SABMiller

[Press Release:]

Expanded portfolio of complementary brands will provide more choices for consumers

Focused on delivering consistent, superior top-line growth

(Brussels, BELGIUM) – Anheuser-Busch InBev SA/NV (“AB InBev”, formerly Newbelco SA/NV (“Newbelco”)) (Euronext: ABI) (NYSE: BUD) (MEXBOL: ANB) (JSE: ANH) is pleased to announce the successful completion of the business combination with SABMiller plc (“SABMiller”) (the “Combination”).

The combined company will have operations in virtually every major beer market and an expanded portfolio that includes global, multi-country and local brands, providing more choices for consumers around the world. Customers will benefit from a broad distribution network and strong brand-building expertise. The company will also continue to develop its business in partnership with its suppliers as it continues brewing the best beers using the best ingredients.

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Molson Coors completes transaction of MillerCoors

Molson Coors completes transaction of MillerCoors

Molson Coors Brewing Co., Denver and Montreal, announced the successful completion of its previously announced acquisition of London-based SABMiller plc’s 58 percent stake in MillerCoors LLC, Chicago, the joint venture formed in the United States and Puerto Rico by both companies in 2008.

As part of the transaction, Molson Coors gains full ownership of the Miller brand portfolio outside of the United States and Puerto Rico, and retains the rights to all of the brands currently in the MillerCoors portfolio for the United States and Puerto Rico, including Redd’s and import brands such as Peroni, Grolsch and Pilsner Urquell.

Molson Coors now is the third largest global brewer by enterprise value and the sole owner of MillerCoors, which will continue to operate as separate business unit of Molson Coors and will retain its name and headquarters in Chicago, the company says.

“Today represents a historic moment in the evolution of Molson Coors as we emerge as the world’s third largest brewer by bringing together Molson Coors and MillerCoors into a bigger, better organization,” said Mark Hunter, president and chief executive officer of Molson Coors, in a statement. “As one company with an expanded portfolio of iconic brands and a highly focused leadership team, we intend to leverage our increased scale, resources and combined commercial experience to accelerate our First Choice agenda and deliver long-term shareholder value.

“Having successfully operated the MillerCoors joint venture since 2008, we know the business well and have been working to ensure that today represents a seamless transition for our customers, partners, distributors and employees,” he continued. “It will really be business as usual, with an energized team that is playing to win and committed to setting the bar even higher for the future of our business.”

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Heineken announces holiday marketing, packaging

Heineken announces holiday marketing, packaging

For the upcoming holiday season, Heineken, a brand of White Plains, N.Y.-based Heineken USA, is spreading the cheer with a fully integrated program supported by the brand’s There’s More Behind the Star credentials campaign. The campaign, featuring Academy Award-winning actor Benicio del Toro, brings Heineken to life by focusing on the brand’s quality, heritage and international footprint, the company says. There’s More Behind the Star represents the brand’s biggest campaign and highest media investment to date in the United States, it adds. 

Beginning in November, TV ads and digital and social media activations will reinforce Heineken’s credentials and drive consideration as legal-drinking-age consumers plan and purchase for their holiday celebrations, the company says. A full suite of retail and on-premise merchandising elements and shopper marketing tactics, including partnerships with Yieldbot, Foursquare, My Web Grocer, Drizly and Shazam, will engage shoppers before and during their shopping experience and provide digital offers to drive repeat visits and purchases. Additionally, holiday packaging invites consumers to scan a Heineken bottle or pack and go to www.heineken.com where they can create a personalized Shazam holiday card to share with family and friends and unlock prizes and high-value rebates (where legal), it adds.

In addition, Heineken is again partnering with Pernod Ricard USA spirits brands and Terra brand real whole vegetable chips to offer consumers total shopping solutions at retail and provide retailers with display solutions to drive incremental basket rings.

“Beer is an essential purchase for holiday celebrations, large and small,” said Roberto Ryder, brand manager of Heineken at Heineken USA, in a statement. “More than any other season, consumers want the brands they serve and enjoy during the holidays to reflect the spirit of the season and show their friends and family how much they care. Heineken, a family owned brand with a rich history and premium credentials spanning 150 years, delivers the quality and confidence consumers seek.”

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Shareholders approve AB InBev, SABMiller merger

Shareholders approve AB InBev, SABMiller merger

Anheuser-Busch InBev (AB InBev), Leuven, Belgium, announced the results from its AB InBev General Meeting in connection with the proposed business combination between SABMiller plc and AB InBev.

AB InBev shareholders expressed their support for the combination by passing all resolutions that were proposed in connection with the combination. Carlos Brito, chief executive officer of AB InBev said: “We are pleased that our shareholders’ vote brings us one step closer to combining our companies, teams, strong heritage and passion for brewing. We are committed to driving long-term growth and creating value for all our stakeholders.”

SABMiller shareholders also have passed both of the resolutions at the UK Scheme Court Meeting and the SABMiller General Meeting in connection with the recommended acquisition of SABMiller by AB InBev  through Newbelco SA/NV.

AB InBev also announced that the combined group will retain the name Anheuser-Busch InBev SA/NV following completion of the combination, and, therefore, Newbelco SA/NV (“Newbelco”) will be renamed accordingly.

The merger is expected to be completed by Oct. 10, subject to the satisfaction or waiver of certain conditions as set out in Part V of the UK Scheme Document.

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Cantillon Zwanze Day 2016 is this Saturday, October 1st

Cantillon Zwanze Day 2016 is this Saturday, October 1st

(Brussels, BELGIUM) – Cantillon announced details for Zwanze Day 2016 last month and released a final update within the past couple weeks. Below is this year’s list of bars where the beer will be available on draft on Saturday, October 1st. Due to high demand for this annual release, many locations hold lotteries and pre-sell tickets to the event. Best to look up your local release spot to see how they are running the event before heading there on Saturday. More details below from the Cantillon Facebook page.

***

The Bars:

AUSTRALIA
– The Scratch Bar — Brisbane

AUSTRIA
– Tribaun — Innsbruck

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Beer Institute and Brewers Association announce majority of U.S. senators support beer tax reform

Beer Institute and Brewers Association announce majority of U.S. senators support beer tax reform

[Press Release:]

Craft Beverage Modernization and Tax Reform Act Reaches 51 Senate Co-Sponsors

(Boulder, CO and Washington, DC) – United States Senators Joni Ernst (R-IA) and Heidi Heitkamp (D-N.D.) became the 50th and 51st Senators to officially endorse the Craft Beverage Modernization and Tax Reform Act (S. 1562). This comprehensive and bipartisan bill enjoys wide support from the brewing industry and seeks to recalibrate the current federal excise tax structure for the nation’s brewers and beer importers and reform burdensome laws regulating America’s brewing industry.

“It’s been 40 years since excise tax has been reformed for American brewers. Now is the time for change,” said Bob Pease, President and CEO of the Brewers Association, the not-for-profit trade association dedicated to small and independent American brewers. “As we reach 51 co-sponsors in the Senate, the majority of both chambers of Congress have demonstrated their commitment to recalibrating the federal excise tax. Thanks to the Congressional champions who have worked across the aisle to support the brewers who are significantly contributing to culture and economy. When passed, this legislation would enable thousands of small businesses in every state and congressional district to continue to reinvest in their businesses and create jobs.”

The American beer industry supports 1.75 million jobs, contributes nearly $79 billion in wages and benefits each year to American families, and generates $253 billion for the U.S. economy.

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Tecate Light launches TV spot during first presidential debate

Tecate Light launches TV spot during first presidential debate

Tecate Light, a brand of White Plains, N.Y.-based Heineken USA, debuted a new national TV commercial called “The Wall” on Fox News, Univision and Telemundo during the first Presidential debate on Sept. 26.

Created by Tecate with Saatchi & Saatchi NY, “The Wall” is the latest 30-second TV spot from the brand’s Born Bold campaign, which  shines the spotlight on the brand’s protagonist, the Black Eagle, while it soars above a small Mexican border town separated from the United States by a “wall,” the company says.

One of the commercial’s establishing shots implies the wall is a towering structure that runs in either direction for miles, but as the commercial progresses and two groups of young men, bi-cultural Hispanics from the United States and Mexicans from Mexico, come together over the wall, the structure is revealed to be 3-feet tall, the perfect height for a group of friends to rest their Tecates on, it adds.

“Tecate is using beer as the great unifier in developing a fun, lighthearted and clever commercial where friends from two bordering countries share a couple of Tecates over a wall,” said Felix Palau, vice president of Tecate, in a statement. “With this spot, Tecate is acknowledging an ongoing conversation, while raising a glass to beer’s uncanny ability to bring people together in a positive way.”

The new TV spot was filmed just outside the border town of Tecate, Mexico, where the Mexican beer originated and from which it gets its namesake.

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Tecate Light Builds a Wall to Unify, not Divide

Tecate Light Builds a Wall to Unify, not Divide
Tecate Light builds a wall to unify - Tecate Born Bold

Targeted Media Buys Across Fox News, Univision, Telemundo, Facebook, Twitter & Others to Create Conversation About Sharing a beer over the #TecateBeerWall

NEW YORK - On Monday, September 26, Tecate Light, the fastest growing light beer in the U.S. versus its competitors [1], will debut a bold new, national television commercial called "The Wall" on Fox News, Univision and Telemundo surrounding the first Presidential debate.

"The Wall," created by Tecate with Saatchi & Saatchi NY, is the latest 30-second TV spot from the "Born Bold" campaign that once again shines the spotlight on the brand's protagonist, the Black Eagle, while it soars above a small Mexican border town separated from the US by a "wall."

One of the commercial's establishing shots implies the wall is a towering structure that runs in either direction for miles, but as the commercial progresses and two groups of young men, bi-cultural Hispanics from the U.S. and Mexicans from Mexico, come together over the wall, the structure is revealed to be three-feet tall, the perfect height for a group of friends to rest their Tecates on.

Two groups of young men, bi-cultural Hispanics from the U.S. and Mexicans from Mexico, come together over the wall, the structure is revealed to be three-feet tall, the perfect height for a group of friends to rest their Tecate's on. (Source: Heineken USA, Inc.)

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Breakthru Beverage acquires C.R. Goodman

Breakthru Beverage acquires C.R. Goodman

Craft and import beer distributor C.R. Goodman, Aurora, Colo., announced that it will sell the assets of its distribution business to New York-based Breakthru Beverage Group’s Colorado division: Breakthru Beverage of Colorado. Since it began operating in Colorado in 2006, C.R. Goodman has grown into one of the top craft and import distributors in the state, the company says.

“With the changing landscape in Colorado, we felt the timing was right to make this change for our suppliers, customers and employees,” said Ken Goodman, owner of C.R. Goodman, in a statement. “We chose our suitor carefully and know the Breakthru team will take the same passion and energy we’ve had for our brands to the next level.”

Breakthru Beverage Colorado, formerly Beverage Distributors Co., has a diverse portfolio of beer brands, which includes Odell, Avery, Great Divide, Denver Beer, Ska and Guinness, and is looking to expand its reach by adding more craft and import brewers to its product mix, the company says.

“We have made many changes and added considerable resources to our organization over the years in an effort to be the distributor of choice for craft and imported beer sales in Colorado, and we are thrilled that C.R. Goodman has chosen us to carry on their legacy,” said Joe Marotta, president of West Region for Breakthru Beverage Group.

C.R. Goodman sought a partner to purchase the company who would maintain much of the core staff, be able to expand the reach for core brands and was 100 percent committed to the craft and import beer business, which ultimately resulted in the acquisition by Breakthru, it says.

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Corona Extra unveils limited-edition boxing bottles

Corona Extra unveils limited-edition boxing bottles

Corona Extra unveiled limited-edition bottles featuring Premier Boxing Champions (PBC) fighters prior to the “PBC on Showtime Championship Boxing” world title fight, which took place July 30 in Brooklyn, N.Y. The specially wrapped, collectible bottles are available in Corona Extra 18-packs nationwide through Oct. 31. The fourth set of limited-edition bottles released for consumers, the bottles feature an image as well as stats and the signature of each PBC boxer. Consumers had the chance to vote for their favorite boxers on social media earlier in the year, and the following were chosen to be featured on the bottles: Deontay Wilder, WBC World Heavyweight Champion; Keith Thurman, WBA World Welterweight Champion; Leo Santa Cruz, former three-division World Champion; Daniel Jacobs, WBA World Middleweight Champion; Abner Mares, former three-division World Champion; and Danny Garcia, WBC World Welterweight Champion. 

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Wholesaler of the Year: Manhattan Beer Distributors

Wholesaler of the Year: Manhattan Beer Distributors

Originally operating out of a 4,000-square-foot warehouse and running a fleet of three delivery trucks, Bronx, N.Y.-based Manhattan Beer Distributors has become one of the largest beer distributors in the United States. The company continues to diversify its portfolio and grow each year, while maintaining its customer-centric focus within the bustling and competitive New York City community.

“Today, we have 1,850 employees and operate more than 400 trucks, providing service to 25,000 customers,” says Bill Bessette, chief strategy officer at Manhattan Beer.

In March 2008, Beverage Industry highlighted Manhattan Beer in a feature article titled “Manhattan Beer Distributors: Big city wholesaler keeps its focus small.”  At that time, Manhattan Beer was delivering more than 28 million cases a year throughout the five boroughs of New York City and the surrounding areas. Today, less than a decade later, it delivers more than 45 million case-equivalents a year throughout New York City, Long Island and seven counties in the Hudson Valley, according to Bessette.

“[It’s] a very diverse area of more than 13 million people and a beer volume market of more than
100 million cases of total beer,” he explains.

In the 2008 article, Beverage Industry reported that the company represented 40 brands. Today, Bessette says it has approximately 350 brands within its ever-growing and -diversifying portfolio.

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Heineken USA establishing Five Points Trading Co.

Heineken USA establishing Five Points Trading Co.

Effective Jan. 1, 2017, White Plains, N.Y.-based Heineken USA will embark on a new era of business for its emerging global Heineken brands with the creation of Five Points Trading Co., a new venture aimed at incubating a range of popular global beers in the United States, the company says. With the development of Five Points Trading Co., Heineken USA will be bringing its emerging premium brands back in-house, while utilizing the resources and expertise of the company’s established distribution network, it says.

Named in reference to the five points of Heineken’s iconic red star and America’s first melting-pot neighborhood in lower Manhattan, Five Points Trading Co. will embody the same energy, cultural diversity and entrepreneurial spirit of the historic neighborhood, the company says. The brands that will be represented by Five Points are established in the U.S market and currently are imported and sold by other importing companies whose contracts will expire at the end of 2016, it adds.

Five Points Trading Co. will be led by General Manager Charles (Chas) Littlefield, who, along with his team, will manage the new brands separately from Heineken USA’s current portfolio, the company says.

“Like its neighborhood namesake, Five Points Trading Co. will provide a nexus for new thoughts, perspectives and cultural exploration, while tapping into the legacy and import expertise of Heineken USA,” Littlefield said in a statement. “This portfolio of exceptional beers provides new opportunities to connect with millennial beer drinkers as they become more global and more adventurous with their taste. We are excited for the transition and are already hard at work developing our 2017 go-to-market strategy.”

Five Points Trading Co. will assume U.S. importer of record with responsibility for the following brands.

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Dos Equis announces new Most Interesting Man in the World

Dos Equis announces new Most Interesting Man in the World

Dos Equis, a brand of White Plains, N.Y.-based Heineken USA, released a feature film-style trailer, titled “Cantina,” that reveals a glimpse of the new Most Interesting Man in the World. Timelessly masculine, the new Most Interesting Man is edgier and more daring, and fans can rest assured this is merely the first look at him, the company says. In October, Dos Equis will release “Challenger,” a full-length commercial that will illuminate how interesting has evolved and how the new character continues to embody the legendary status, it adds.

Actor Augustin Legrand is the new face of one of the longest-running campaigns, bringing a contemporary twist to the legendary character, the company says. The new Most Interesting Man is a man of our times, and in this first glimpse, he shares hints of being a resourceful, rough-and-tumble guy, who remains a jack-of-all-trades hero that one would expect from the man bearing this infamous title. Always a friend to the animals, the Most Interesting Man is seen racing through Bangkok streets arm-in-arm with a pig, which is just one of the many interesting adventures teased in the “Cantina” spot, it says.

“The meaning of ‘interesting’ has evolved over the past decade, and this campaign features a new character who reflects what is interesting to today’s Dos Equis drinker,” said Andrew Katz, vice president of marketing for Dos Equis, in a statement. “With this first glimpse, we’re opening the door to a new world of possibilities for what it means to be interesting. In the coming weeks, fans of the brand who are 21 and older will have the opportunity to get to know the new character in a uniquely interactive way. Stay tuned for more, as the brand will certainly have an interesting next few months.”

On Oct. 19, synced with Dos Equis’ College Football Playoff sponsorship, the brand will fully reveal the new Most Interesting Man with a classic vignette-style commercial. The October launch will be supported by social integrations on Snapchat, including a national lens available for College Football Game Day, Saturday, Oct. 22, the company says.

As an evolution of the advertising campaign, this next installment of The Most Interesting Man in the World is deeply rooted in the belief that the meaning of interesting has changed during the past decade, the company says. Similar to superheroes and superspies, consumers are accustomed to, and enjoy different takes on, the same character. Dos Equis is reinvigorating and modernizing The Most Interesting Man in the World to showcase a character who reflects what is interesting to today’s Dos Equis drinker and to millennial beer drinkers 21 years and older, it adds.

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Toast National Beer Lover's Day with these 6 Beertails

Toast National Beer Lover's Day with these 6 Beertails
Bitter Roots cocktail recipe - 2016 National Beer Lover's Day recipes
Black Velvet cocktail recipe - 2016 National Beer Lover's Day recipes
Chabela Cortez cocktail recipe - 2016 National Beer Lover's Day recipes
Pumpkin Apple Cider Shandy cocktail recipe - 2016 National Beer Lover's Day recipes
Rye Got Lei'd cocktail recipe - 2016 National Beer Lover's Day recipes
Tom Terrific cocktail recipe - 2016 National Beer Lover's Day recipes

Cover Image: Getty

Happy National Beer Lover’s Day! Traditionally, this national beer holiday has been celebrated over an ale or lager. However, there's nothing wrong with celebrating this day with any number of American beers. In fact, why not enjoy a beertail on National Beer Lover's Day? Since beer pairs with sports just as perfectly as it does with pizza, so we recommend serving any of the following recipes at your sports bar. We also recommend enjoying one of these sensational beertails with a slice. 

As always, we encourage you to take a look at this list of recipes, try them out, and come up with your own variations. There are so many amazing beers out there, and they’re just waiting for bartenders to experiment with them. Break out your favorite brew, take a swig, and let inspiration wash over you.

Cheers!

Bitter Roots

Courtesy of Anvil Bar & Refuge

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