Here’s How Heineken is Going Local

Dear Client:Heineken USA has a plan to become locally relevant and it doesn't involve taprooms, craft, or an acquisition."Consumers are asking for something that is locally relevant, something that makes sense to their surroundings, and that's where the uniqueness of Heineken comes into play," HUSA chief Ronald den Elzen said at the company's National Distributor Convention last week in Dallas.Heineken sells their brands in 190-plus countries and produces a portfolio of brands in over 70 countries. This expansive reach provides