The Green Machine Fights Back

The current years has been very transitional for Heineken USA, with the addition of the Femsa brands, the continued currency woes, a soft beer market, a new product test, lots of new package rollouts, and the announcement of management changes. HUSA execs took to the stage in downtown San Antonio last week to show distributors that 2006 is going to be a new chapter. And there was plenty to talk about. A FAREWELL TO FRANS. First, HUSA staffers and distributors