Lagunitas Brewing Co. (Petaluma, CA) has announced a deal today with Heineken International. The deal allows Heineken, the world’s 3rd largest brewery, a 50% stake in the brewery.
The deal is cash generator for Lagunitas, who announced the addition of a third brewery some weeks ago in California.
The board will consist of six seats, divided three each between Heineken and Lagunitas members.
While the full terms of the deal haven’t been disclosed (which will close in the 4th quarter), but many have hinted in the $100’s of millions.
If you look back over the past few years of beer truck thefts on Beer Street Street Journal, you are going to see various Darwin Award winning folks stealing beer trucks.
99.999999999% of the time, the heist ends as expect. In failure. You’ll see, a beer delivery truck is not exactly easy to hide. If you think it is, you’ve been playing too much Grand Theft Auto.
A thief in New York City may have just set the bar pretty high. On Monday, a Heineken truck was boosted in Chelsea. Security cameras observed the truck headed to The Bronx, where it eventually disappeared. It has yet to be found.
To total take is reported to be 11 kegs, 3 24-pack cases, and a case of vodka.
For many, James Bond drinking a Heineken instead of his signature “shaken, not stirred” martini was a bittersweet. Heineken paid reportedly millions to have the secret agent drinking the Dutch beer in the new movie SkyFall. For those with a morbid interest, this is the scene. There is some good news for those wanting to protect the sanctity of the franchise. Bond apparently takes just one sip of the beer in this scene. He also does quaff a martini in the flick.
Thanks @GruntledKathy for the Bond/Beer work…
The new Bond flick SkyFall is in theaters, and the new Heineken bottles are on shelves. By the responses, so many people (even Bond himself) seem less than thrilled that 007 will drop the signature martini for this product placement.
The branding is an initiative on behalf of Heineken NV to place the the beer in the film, and the for the movie studio to offset production costs. The deal is purported to cost $45 million. The above are promotional boxed bottles.
Many have called it a travesty. This winter, James Bond will give up the shaken, not stirred one liner and reach for a Heineken. Heineken NV paid millions of dollars to get the secret agent to drink this beer. As a part for marketing campaign, James Bond/Heineken branded commercials were created. This is one of the first.
WHITE PLAINS, NY – Heineken®, the world’s leading premium beer brand, today launched a thrilling new TV and digital campaign, in anticipation of the release of the 23rd James Bond adventure, SKYFALLâ„¢, which sees Daniel Craig bring his explosive portrayal of James Bond to a Heineken ad for the very first time. Challenging consumers to defy his enemies and ‘Crack the Case’, viewers will be taken on an epic train journey alongside stunning Bond newcomer BÃ©rÃ©nice Marlohe.
The interactive experience begins exactly where the commercial leaves off, with viewers invited onto a train by the smoldering BÃ©rÃ©nice before it embarks on a voyage through a spectacular vista of snowy mountains. Putting viewers through their paces, a series of grueling tests will lead them to ‘Crack the Case’ while protecting its contents from ferocious villains.
Shot in the United Kingdom, the interactive campaign pays homage to the James Bond franchise with a series of subtle nods towards previous films. The train carriages were inspired by classic Ken Adam Bond film sets and replica James Bond film props were used throughout the campaign ad.
Interesting facts on the ‘Crack the Case’ Television Commercial:
- The film was primarily shot at Shepperton Studios in the UK. Elements were also filmed at a train station in TimiÈ™oara, Romania, with a team who were able to transform a 82 degree set into a snowy landscape.
- Replica James Bond film props were used throughout the film as a tribute to the franchise and fans alike. Eagle-eye spectators will also spot the Spectre ring from ‘Dr. No’, the Zorin industries and Spectre logos and the Faberge Egg used in ‘From Russia with Love’ and ‘Goldeneye’.
- The soundtrack titled ‘Man Like That’ was written and performed by rising New Zealand music star Gin Wigmore, who also makes an appearance in the film.
Check out the new spot here, and watch for the lead-in to the Crack The Case game on Facebook following the spot:http://www.youtube.com/user/heineken
About HEINEKEN USA
HEINEKEN USA Inc., the nation’s premier bier importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international bier brand; Heineken Light; Amstel Light, a leading imported light bier 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 Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magicâ„¢ application from your smartphone attaximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.
WHITE PLAINS, N.Y. – Today Amstel Light, a leading imported light beer from Amsterdam, officially announced that Amstel Wheat Bier, a pure hefeweizen, is now available in bottles in select markets in the U.S. After launching in draught in seven markets in September 2011, fans of the beer will now be able to find Amstel Wheat on the shelves of their local retailers in the Northeast region, Chicago and Minneapolis.
Amstel Wheat is pure hefeweizen brewed with Amstel’s signature craftsmanship and a brewing tradition that began over 140 years ago. Hefeweizen is a classic, European specialty beer style comprised of a portion of at least 50% wheat malt, barley malt, Weizen yeast, water, Saaz hops and nothing else. Like a pure hefeweizen, Amstel Wheat gets it’s smooth and crisp taste naturally through hops as opposed to additives.
“After positive feedback from our fans who were able to experience Amstel Wheat in draught in the last year, Amstel decided to bring Amstel Wheat to bottles,” said Yonathan Bendesky, Brand Manager, Amstel Light. “We were truly proud to produce this pure hefeweizen, one without additives or flavoring, which makes this beer style stand apart from its Belgian and American counterparts. This brew is approachable with high level of complexity with different fruit and floral notes from what’s out there now.”
Staying true to the identity of a pure hefeweizen, Amstel Wheat is low in hop bitterness with 10.7 IBUs, falling right in the traditional hefeweizen International Bitterness Unit (IBU) range of 8-15 IBU’s. It is soft on the palate with fruity and floral notes balanced by faintly hoppy undertones and does not carry heavy banana and clove flavors like its German cousins. Amstel Wheat is deep golden with amber hues and is translucent and cloudy, which stems from traditional top fermentation and unfiltered brewing method.
Amstel Wheat 12 ounce bottles will be available in 6 and 12 packs in select retail locations.
Amstel, the premium Dutch beer brand was founded in 1870 in Amsterdam, Holland by two businessmen, DePester and J.H. van Marwijk Kooy. In 1872 the first barrels of Amstel beer were delivered in Amsterdam and due to its characterful taste it became an overnight success. By 1886, Amstel had become Amsterdam’s largest brewer of lager beer and in 1968, Amstel joined forces with Heineken International. In 1982, Amstel Light was born as an import to the U.S. and is currently a leading imported light beer. Today, Amstel is one of the world’s top five international beer brands thanks to its unique portfolio, character, flavor and more than 140 years of brewing heritage. HEINEKEN USA currently distributes Amstel Light, and introduced Amstel Wheat in select U.S. markets in 2011. For more information, please visit www.amstellight.com.