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Miami
Strongbow Hard Apple Ciders
Gold Apple and Honey Apple
Amstel Radler
Dos Equis 'Dos-a-Rita'
INNOVATION
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Key City
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About: Perfectly balanced between tartness and sweetness,
each of these ciders contains fewer than 200 calories per
bottle.
ABV: 5%.
Target market: Discerning drinkers who are as comfortable in
the great outdoors as they are on an urban rooftop and seek
authentic moments with friends.
Population: 22.6 million.
•"-St. Known for: Its
beautiful beaches and
fashion scene.
Main industries:
Tourism, financial
services, media.
Key city because: A cutting-
edge metropolis where
consumers have sophisticated
palates, making it an ideal
testing ground for the brand.
MCI
About: A combination of 40% beer
and 60% natural lemon juice, Radler
has its origins in Austria and is a
light drink for summer.
ABV: 2%.
Target market: Consumers looking
for a fresh option on a hot day.
About: A blend of Dos Equis lager, classic
margarita flavours and pure agave nectar.
ABV: 7.2%.
Target market: Consumers between 22 and 34
who are open to experimentation and looking for
a great-tasting, exciting product.
Edition 2 2014 World of HEINEKEN 37
