Invigorating
the American
Beer Market
We are taking
inspiration from
areas outside of beer
and bringing in new
consumers
ti
i \i i/~*
m M v
im
3
INNOVATION
Monique Acevedo joined HEIN EKEN USA as
Vice President of Innovation in 2011, tasked
with leading and growing the newly formed
innovation department. Since then, she has
been finding inspiration everywhere for new
products.
Winds of Change
Locally Tailored
Sky's the Limit
I I Kft t
W/c:
"This is a great time to be in beer, as an innovator. In the
past, the attitude was often T like my beer, don't touch
it'. That's changing. There is so much opportunity to
experiment, try new things and borrow trends from other
categories. We're looking to expand our traditional beers.
Cider was the first step in 2013. Now with the new beer
styles of Desperados and Amstel Radler, we are definitely
pushing and taking inspiration from areas outside of
beer, and bringing new consumers into our category."
Whether through minor recipe adaptations or
distribution strategy, HEINEKEN USA is ensuring each
innovation is right for the local market.
"For the launch of Desperados, we wanted to introduce
the drink in an area of the United States that represents
the spirit of the brand, like Miami and Atlanta."
There are two new Strongbow flavour variants launching
in 2014. These are a direct response to consumer
feedback, following the initial Strongbow Hard Apple
Cider launch in 2013. "We've done a lot of testing
since taking the Strongbow brand over last year. We've
increased the profile of apples, for example, so it
has an even more natural flavour. We're also putting
more emphasis on 'pouring over ice' to drive home
the message of refreshment, both in the on- and off-
premise."
Monique Acevedo,
Vice President of Innovation HEINEKEN USA
"We already have a unique position here through the
Heineken® brand and our European and Mexican
imports. Our latest innovations are helping us to increase
our upscale footprint.
"There's no limit to the new ideas being generated, but
the best ideas do need to survive our rigorous tests and
consumer research. Consumer response to the ideas is
the number one driver of products that make it into our
innovation strategy."
1
DOS EGUP5
38 World of HEINEKEN Edition 2 2014
