SOURCE: Heineken

September 30, 2009 14:59 ET

Heineken USA Toasts Key Industry Award Wins

Heineken USA -- Market Watch's Industry Excellence Award for Best Advertising; Dos Equis and Tecate Light -- IMPACT's Hot Brand and Cheers' Fast Track and Rising Star Awards; Tecate -- Cheers' Established Growth Brand Awards

WHITE PLAINS, NY--(Marketwire - September 30, 2009) - The Heineken USA portfolio of world class beers was recently recognized for their impact on the U.S. beer industry by Market Watch, IMPACT and Cheers magazines at the 72nd National Beer Wholesalers Association (NBWA) meeting in Las Vegas.

To kick off the annual meeting, Heineken USA was bestowed Market Watch's illustrious Industry Excellence Award for Best Advertising, as voted by the publication's editorial board. Heineken USA was chosen based on overall creativity, positive impact on the brands and raising the profile of the beer industry. Among the advertising elements specifically cited were Dos Equis' "Most Interesting Man in the World," Heineken's "Let a Stranger Drive You Home" responsibility spot and the Heineken "Walk-In Fridge" commercial.

Additionally, Dos Equis and Tecate Light were honored as IMPACT Hot Brands, for experiencing double-digit growth for three consecutive years. In order to be considered for the award, both brands were required to sell over one million cases.

"Heineken USA continues to look for ways to innovate in all aspects of our business -- from expanding our world class portfolio of beers to introducing new packaging for existing top brands," said Christian McMahan, chief marketing officer, Heineken USA. "Our targeted approach towards innovation in advertising and marketing, and our laser-like focus on our beer portfolio, has been the key to our success and we plan to stay the course in the year ahead."

Cheers magazine also prominently featured three Heineken USA brands for exceptional sales performance and growth, while driving innovation in the current beer market. Tecate was honored as an Established Growth Brand for the sixth year in a row and has experienced substantial growth over the past four years while exceeding sales of over three million cases.

Tecate Light was honored with a Rising Star Award for the second year in a row based on phenomenal growth by achieving a 50 percent increase in sales. Additionally, Dos Equis was awarded a Fast Track Award for experiencing double digit growth over the past four years while exceeding sales of over 1.5 million cases.

"We have two of the hottest brands in Dos Equis and Tecate Light which continue to drive significant growth in the import category by offering consumers a premium product and an authentic experience," said Chris Steffanci, senior vice president, sales, Heineken USA. "This recognition by our peers reaffirms our commitment to excellence. By building on this targeted strategy, we believe that the Heineken USA portfolio will be poised to take advantage of the continued long-term growth opportunity in upscale brands."

IMPACT's Hot Brand and Cheers' Established Growth Brand, Rising Star and Fast Track Awards are based on the 2007-2008 calendar years.

Heineken USA has experienced great success by constantly improving an already impressive portfolio, said Marvin Shanken, chairman, M. Shanken Communications. The company continues to establish itself as a defining presence among its peers with relentless innovation and best practices.

About Heineken USA

Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit www.EnjoyHeinekenResponsibly.com.

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