The meeting was
a powerful way for
Heineken USA to
share its strategies
and goals
The Heineken Red Star Award
World of Heineken 37 Winter 2007/2008
As in previous years, the meeting proved to be a powerful way for
Heineken USA to share its strategies and goals for the Dutch and
Mexican brand portfolios for 2008. At the same time, it was an
excellent opportunity to come together over a beer to discuss the
mutual challenges and opportunities for the year ahead.
The theme for the event was "In the sweet spot", emphasising the
power of Heineken USA's brand portfolio and the opportunities
the company is primed to seize upon this year. Newly appointed
Heineken USA President Don Blaustein, Heineken CEO Jean-
Frangois van Boxmeer and a range of senior company managers
and brand vice presidents highlighted the company and brands'
successes in 2007 and its plans to build on that success in 2008.
He kicked off the meeting off by reminding distributors of the
unique proposition the Heineken USA portfolio offers. The
company's brands provide both high margin and high velocity to
distributors as evidenced by the current growth rates of Heineken
Premium Light, Dos Equis, Tecate and Sol.
He also highlighted the building blocks that he and his
management team will focus on to lead growth and to deliver
value to Heineken USA's distributor network; innovation and
design, experience and theatre, human connection, hunger,
learning and change, authentic leadership and inspiration.
Throughout the meeting, each of the company's brand vice
presidents presented an overview of the 2008 programming
for their brands, highlighting new campaigns, media plans and
spectacular promotions. In particular, Heineken Brand Equity
vice president Andy Glaser focused on the company's continuing
investment in Heineken Premium Light, which is now the sixth
largest import beer brand after only two years on the market.
Glaser also shared the plans to rollout the innovative BeerTender
home draught system across the USA after a successful pilot in
Rhode Island last year.
"There was a lot of excitement and energy among the distributors
at the conference, and the brand planning sessions are always
great," said Ed Crowley, President and Chief Operations Officer
at Dichello Distributors Inc., who attended last year's conference.
Crowley distributes Heineken, Heineken Premium Light, Amstel
Light, Murphy's and Buckler in the New Haven and Fairfield
counties of southern Connecticut. "The expo area was very busy
and a great place to interact with Heineken USA management and
staff. Plus, we were awarded one of the Red Star Awards and all of
our team members were very proud."
Heineken's distributor partners had the opportunity to enjoy
unique brand experiences throughout the two-day conference,
with Dos Equis and Tecate-inspired events, as well as an Amstel
Light pool-side cabana lounge party. The meeting concluded with
a spectacular Heineken extravaganza, celebrating the brand's 75th
import anniversary in the United States.
Throughout the National Distributors Conference, Heineken
USA presented a number of distributors with Heineken Red
Star Awards. This prize was created in an effort to recognise
and celebrate the achievements of the company's passionate
partners.
Luis Duran, Vice President at FEMSA, spoke of the confidence
that he and his organisation have in its on-going relationship with
Heineken USA, a partnership which was extended by a new 10-
year agreement which began on January 01 of this year. Heineken
USA CFO Dan Sullivan spoke about the unique opportunities and
attributes of the Star Brand Imports portfolio of beers.
Heineken also presented Red Star Awards to up and coming
film-makers and musicians, in an effort to support and foster
unique artistic talent.
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