Heineken to launch two new beers in key U.S. market

on 04/09/12 at 9:22 am

Industry

Heineken NV (HEIN.AS) is launching two new beers — Amstel Wheat and Tecate Michelada — in the United States next month, as the Dutch brewer works to improve its business in the key U.S. market.

The new beers arrive as the world’s No. 3 beer maker, based in the Netherlands, aims to rely less on Europe, where beer drinking is expected to remain sluggish as the economy continues to struggle.

In recent years, many beer drinkers have switched to wine and spirits, as distilleries unleashed a flood of new products. Beer makers have not been as innovative, and Heineken not as innovative as other brewers, said Lesya Lysyj, Heineken USA’s chief marketing officer, in an interview.

“We’ve been an under-innovator in an under-innovated category,” Lysyj said. “Our business was not on a growth trajectory over the last several years.”

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