Heineken USA Betting on Simplicity, Innovation and Cans

Dear Client:  "He hates these cans!" Steve Martin famously shouted in The Jerk.   Well, Heineken USA, historically a bottle-driven company, doesn't hate cans anymore.  In fact, 2020 will be the year they drive a big push behind their can business, in which they under-index compared to the industry in general and their closest peer Constellation in particular.  More on that later.  HUSA is getting back to basics, and nothing demonstrated that more than the format of their annual national distributor