Heineken USA Makes its Case

March 14, 2011Heineken USA Makes its CaseDear Client: Heineken USA's top brass laid out their plans for 2011 and beyond at their National Distributor Conference in Las Vegas last week. Your editor donned his green jumpsuit and red star hat to lurk in the back to bring you the highlights. Most prominently, there's a renewed focus on on-premise -- in particular a big push for Heineken draft, which is departure from the previous strategy of push the "green bottle only"