Heineken® as Currency
Seizing the Cider
Opportunity
Future Talent
SHANGDU
In January 2013, Strongbow
Cider, currently the No. 2 cider
in the U.S, will become part
of HEINEKEN USA's portfolio.
Th<? competitive cider segment
in the U.S. is growing at an
incredible pace, with double-
digit growth for four straight
years, and a 23% increase in
2011 compared with 2010.
Strongbow joins an expanding
premium HEINEKEN USA
portfolio of 16 beverages,
including newcomers Indio and
Tecate Michelada, as well as the
national rollout of Newcastle
Limited Editions, in 2012.
view
with
Justin
Bratton's
adventure
on YouTube
USA
Backpacking through Asia might be hard enough for some travellers, but imagine doing it without
any money! To prove just how popular and valuable a Heineken® truly is, HEINEKEN USA challenged
Texas-born adventurer Justin Bratton to travel from Shangdu in Inner Mongolia to Bangkok, with only
Heineken® bottles in his backpack to use as currency. Followed by a film crew, Bratton took on the
challenge to eat, sleep and travel using Heineken® as his currency. And you guessed it - he succeeded!
USA
GLOBAL
From over 17,000 applications,
just 19 talented individuals
were selected for this year's
HEINEKEN International
Graduate Programme,
representing 14 different
nationalities. The new
intake will complete three
international assignments
in their chosen functional
area over an 18-month
period. This is the third
intake of participants for the
programme which accepts
applicants annually.
30 World of HEINEKEN Quarter 4 2012
