Heineken USA Importing Newcastle Brown Ale

Brand will be a top national sales priority

Published in CSP Daily News

WHITE PLAINS, N.Y. -- On September 1, Heineken USA Inc. assumed the rights to import, market and sell Newcastle Brown Ale in the United States. This addition to the Heineken USA portfolio serves as a platform for future growth and places the brand as one of the top national sales priorities for the organization, along with brands such as Heineken Lager, Heineken Premium Light and Dos Equis.

"The addition of the No. 1 imported ale in the United States to the Heineken USA portfolio represents our continued commitment to bring brands of the highest quality and heritage to our consumers," [image-nocss] said Don Blaustein, president and CEO, Heineken USA. "Newcastle Brown Ale complements our world-class import brand roster, and it is our priority to build upon the reputation and market position that Scottish & Newcastle Importers earned for this brand in the United States. This is truly an exciting time for our company and our distributor partners, and we are proud to have the privilege of bringing Newcastle Brown Ale to market."

In 1988, Newcastle Brown Ale was first brought to the United States. Currently the No. 1 imported ale in the country with 2007 volume of 7.5 million cases, Newcastle Brown Ale is one of the fastest growing beers in the United States, the company said.

The acquisition of importation rights for Newcastle Brown Ale by Heineken USA follows the acquisition of Scottish & Newcastle plc by Heineken N.V. and Carlsberg A/S, which was finalized following approval by the shareholders of Scottish & Newcastle and Heineken N.V. and the endorsement of a range of regulatory bodies, on April 28, 2008.

White Plains, N.Y.-based Heineken USA is a subsidiary of Heineken International BV. Brands imported into the United States include Heineken Lager, Heineken Premium Light, Amstel Light, Newcastle Brown Ale and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico.