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

Dec 03, 2012, 14:15 ET from HEINEKEN USA

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 percent1 in 2010 and 20 percent2 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"