Grokking Heineken’s New Marketing Direction
A Talk with HUSA’s Dolf van den

Heineken USA has had some pains during the Great Recession. Dos Equis was performing, but brand Heineken has taken it in the teeth. After a lot of change in the ranks and a new marketing direction, Heineken USA chief Dolf van den Brink is glad to report that HUSA gained 0.3 share points in January, per Symphony IRI, and brand Heineken's trends have sequentially improved each month

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