Heineken NV
Dos Equis Mobile Academy Hits The Streets (PR)
NEW YORK, Aug. 21, 2012 Whether it’s alligator tail empanadas in Miami, a jellyfish baguette in Dallas, or grilled kangaroo in Houston, the lunchtime routine just got more interesting. With the recent launch of the Most Interesting Academy, Dos Equis upholds the brand’s commitment to encourage fans to stay thirsty through interesting, engaging and adventurous experiences. As part of that effort, Dos Equis is hitting the streets beginning on August 21st, 2012 with the Dos Equis Mobile Academy, a fleet of seven different food trucks with menus as unique as the cities they roll in.
(Photo: http://photos.prnewswire.com/prnh/20120821/NY60501)
The Dos Equis Mobile Academy is a culinary experience featuring adventurous cuisines from a variety of regions and cultures for fans that are craving something new, or are just bored from eating endless variations of the chicken sandwich. Each Mobile Academy truck will have an individualized menu with a corresponding cultural ritual that truly brings the experience to life. Culinary ambassadors will be present at every Mobile Academy stop to provide extensive background on the culture and regions represented.
The Dos Equis Mobile Academy will be at various locations from 11am to 2pm in the cities listed below. For more information on the Mobile Academy experience and locations, visit MostInterestingAcademy.com or follow Dos Equis via Twitter at @DosEquis.
Chicago, August 21-30
Menu created by DucknRoll (@ducknrolltruck), featuring Miso Braised Beef Tongue Served in Steam Buns, Sea Cucumber and Jellyfish Salad.
Dallas, September 12-22
Menu created by Nammi Truck (@nammitruck), featuring Soy Silkworm, Jellyfish or Crispy Spiced Quail on banh mi baguette rolls.
Houston, September 12-22
Menu created by H-Town StrEATs (@HtownStrEATs), featuring Grilled Kangaroo, Barramundi Fillets and Wontons stuffed with Australian Rock Lobster and Sea Urchin.
Miami, September 12-22
Menu created by Los Chamos (@LosChamosTruck), featuring Cow’s Tongue Arepita, Alligator Tail Empanadas and Venezuelan Style Frog Legs.
Phoenix, September 12-22
Menu created by Hey Joe! Food Truck (@HEYJOETRUCK), featuring Python Sisig, Crocodile Lumpia and Camel Siopao.
San Diego, October 3-13
Menu created by MIHO Gastrotruck (@MIHOgastrotruck), featuring Octopus Takoyaki, Prawn Samosa and Wild Hare Paella.
San Francisco, October 3-13
Menu created by Hapa SF (@HapaSF), featuring Duck Egg Itlog na Maalat, Chicken Feet Adidas Atchara and Pig’s Head Sisig.
“Connecting our fans with incredible experiences that enrich their lives is what Dos Equis is all about,” said Nipa Parekh, Senior Brand Director at Dos Equis. “We’ve got a great selection of local chefs that we’re partnering with across the country, and can’t wait to flip the script to bring fans a new take on the traditional food truck experience.”
As part of the Most Interesting Academy, Dos Equis will also reward adventure seekers with the chance to bring their most ambitious dreams to life through the “Stay Thirsty Grant” competition*. Whether it’s a nationwide tour of the best food trucks in the U.S. or a culinary journey through Europe, Dos Equis will offer applicants the opportunity to realize their dreams. Each grant can have a value of up to $25,000.
To learn how to apply for the Stay Thirsty Grant and stay current with information regarding the Most Interesting Academy go to MostInterestingAcademy.com, “Like” Dos Equis on Facebook (Facebook.com/DosEquis), or follow Dos Equis via Twitter (@DosEquis).
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. For a safe ride home, download the Heineken USA-sponsored Taxi Magicâ„¢ application from your smartphone. Please visit www.EnjoyHeinekenResponsibly.com.
*Stay Thirst Grant Eligibility
All applicants must be legal residents of the fifty United States or the District of Columbia (except California), 21 years of age or older. California residents are not eligible to apply due to legal constraints. Grant applications will NOT be accepted from anyone in any of the following categories: (a) employees, officers, directors of any alcohol beverage licensee or persons with a financial interest in an alcoholic beverage licensee, including but not limited to licensed retailers, wholesalers, distributors, importers or manufacturers of alcoholic beverages; (b) current or former employees, officers or directors of any promotion, marketing, advertising or public relations agency; (c) the immediate families (parents, children, grandparents, siblings, spouse) or members of the same household (whether related or not) of such employees/officers/directors, or (d) any resident of California. Each Stay Thirsty Grant applicant must have full right, power and authority to submit an application (and, if application is accepted, the ability to realize his/her dream as a result of receiving the Grant), such that his her submission of an application will not result in the violations of the rights of any third party.
Heineken Adds Strongbow (PR)
White Plains, NY) — Heineken USA today announced the addition of Strongbow Cider to its portfolio beginning January 1, 2013. HEINEKEN N.V. is the global leader in cider with nearly 25% market share and products available in 20 markets. The Strongbow brand will further complement the leading upscale beer company’s already diverse product portfolio, which includes Heineken, Dos Equis, Newcastle, Amstel Light, and more.
Strongbow — the second-bestselling cider brand in the U.S. — is a crisp premium imported cider from the UK and the leading cider brand globally. For almost a decade, HEINEKEN N.V. has partnered with the Vermont Hard Cider Company to distribute Strongbow in the rapidly growing U.S. cider market, which grew 10%[1] in 2010 and 20%[2] in 2011.
“There is tremendous opportunity to build on the momentum that the Vermont Hard Cider team created over the last nine years. We see this as a pivotal moment to further accelerate Strongbow’s growth by supporting the brand with the full weight of HEINEKEN USA’s resources and capabilities,” said Dolf van den Brink, President and CEO, HEINEKEN USA. “By growing our core and investing in innovation, we will continue to enhance our position as the industry’s leading upscale importer.”
HEINEKEN USA will position Strongbow as the leading upscale cider brand, offering both male and female consumers an alternative alcoholic beverage option. The company will finalize its distribution strategy and marketing plans in the coming months ahead of the January 2013 kickoff.
Since 2011, HEINEKEN USA has added several new brands to its portfolio in addition to Strongbow, including the Newcastle Limited Editions, Amstel Wheat, Indio, and the forthcoming Tecate Michelada.
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. European 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, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA -sponsored Taxi Magicâ„¢ application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.
Man Chucks Heineken Bottle At Usain Bolt
I guess you aren’t the fastest man on Earth without an enemy or two. Just as the men’s 100 meter final was set to start, a spectator started taunting Bolt. He then threw a Heineken bottle at him. Needless to say, Dutch Judo medalist Edith Bosch”corrected” him. (Or kicked his ass.) If you look closely, you can see the bottle at the lower right hand of the screen. The man was later arrested.
Her tweet shortly after – ‘A drunken guest throws a bottle for me on the track! I HAVE BEATEN HIM…. Unbelievable! # angry # disrespectful’
Heineken Werewolf Returns (PR)
WHITE PLAINS, NY — Newcastle Brown Ale today announced the first nationwide release of its limited edition beer, Newcastle Werewolf. On shelves now for a limited time, Werewolf is a dual-character brew that pours “blood” red, starting smooth and ending with a bite.
“As we make the transition into fall, consumers seek out mellow, slightly malty brews to match the changing temperature,” said Charles van Es, brand director for Newcastle, HEINEKEN USA. “Our Limited Edition Werewolf stays true to the characteristics of Newcastle Brown Ale, but offers a seasonally advantageous palate — sweet berry fruit in the front and a bite of bitterness at the finish. In addition the creative label design, complete with an “Escaped From Britain” necker, further define our ‘No Bollocks’ direct messaging that consumers have really gotten behind this year.”
Brewed with rye malts, making Werewolf naturally blood-red in color, Newcastle Werewolf has an alcohol by volume (ABV) of 4.5 percent with 23.4 International Bittering Units (IBUs). The seasonal offering from Newcastle presents mellow overtones of slight berry fruit and roasted caramel notes with a lingering deep bite of bitterness from Fuggle and Golding hops.
Newcastle Werewolf is available nationally from August 2012 through October 2012 in 6-packs and 12-packs priced comparably to Newcastle Brown Ale. Werewolf will also be available on draught at pubs in select markets.
About Newcastle Brown Ale:
A No Bollocks beer brand, Newcastle Brown Ale was first brewed in 1927 to satisfy hardworking Geordie thirst in the town of Newcastle, England. Colonel Jim Porter crafted the ale with its own distinct golden brown color, lightly hopped taste and character that quickly became a local favorite. Best served cold, Newcastle Brown Ale has since become a world favorite as a dark beer that’s easy to drink. Newcastle Brown Ale is imported by the nation’s premier beer importer, HEINEKEN USA, headquartered in White Plains, New York. For more information, please visitwww.NewcastleBrown.com or on Facebook at https://www.facebook.com/newcastle.
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. For a safe ride home, download the HEINEKEN USA-sponsored Taxi MagicTM application from your smartphone. Please visit www.EnjoyHeinekenResponsibly.com or on Facebook athttps://www.facebook.com/Heineken.
Heineken Launches “Indio” In Key Markets This Month
Heineken USA wills start rolling out Indio to select markets this month. Indio, a dark beer, has been brewed in Mexico since 1893 specifically brought in to complete with Victoria that continues to roll out new draft and bottle accounts stateside. Initial markets include San Diego, Houston, San Antonio, Austin, Dallas, San Francisco to start.
The marketing push includes the “Indio” experience that the brewery calls a roadshow for retailers, and distributors. The experience features live DJs and shows, “Spanglish” tutorials, and beer samplings.
Per a recent press release: “Indio will focus on Hispanicmen 21-26 years old who are constantly in search for brands that understand their need to express their identity by creatively fusing urban and Latino cultures. Indio will launch a platform through which this expression can be shared among consumers.”
Indio was orginally named Cuauhtemoc, then renamed to Indio in 1905. Below are images from one of the Indio experiences.
The outside of the experience, with dramatic lit trees and & mystic music.
And this guy. I think he actually stabbed someone. 
Heineken Buys Cider Maker Stassen
Heineken has just acquired Belgian cider producer Stassen from its current management for an undisclosed amount.
Stassen is based in Aubel, Belgium. There are three important units to their operation – the cider making, an R&D unit (new product pilot plant), and a de-alcoholisation facility. The move will bring Heineken branded ciders to Europe.
Recently, Heineken alluded to the purchase at the national expo in Atlanta, Georgia. The Dutch-based brewery not only highlighted its current brands, but R&D brands like the cider pictured above. (We’re assuming the samples given were from Stassen.) Each of the test brands come from products already in production somewhere in the world.
Heineken NV has recently introduced other ciders – like Strongbow Gold.
Heineken Loves Dubstep?
Skrillex tweeted a picture of a special Heineken bottle made just for him. Skrillex (how do you describe the guy?) is a music producer/dj. A music vid below.
