Heineken Debuts Slim Can

(Press Release)

NEW YORK, NY—HEINEKEN USA, the nation’s leading upscale beer importer, is once again taking the lead by introducing the first 8.5 oz. slim can format in the premium price segment. Beginning March 1, 2014, Heineken 8.5oz. Slim Can 12-packs will roll out at retail outlets across the country just in time to capitalize on the spring/summer and on-the-go outdoor occasions.

“The 8.0-8.9oz. can size experienced explosive growth in 2012, growing 356% in case volume and 522% in dollar volume and now represents an 8.2M case segment and growing[1],” said Belen Pamukoff, Heineken Brand Director, HEINEKEN USA.“42% of that growth is generated in the c-store channel where the 8.0oz. can format is outpacing all other sizes and is a preferred pack size among ethnic consumers[2]. We are excited to now offer shoppers Heineken 8.5oz. slim cans, the first premium 8.5oz. format that caters to the growing Hispanic and African American demographic who prefer upscale beer and Heineken to mainstream counterparts.”

Pamukoff continued, “The 8.5oz. can is the perfect size for outdoor and sports-viewing occasions. The smaller can size ensures a colder liquid per serving while Heineken’s superior taste and contemporary upscale pack graphics provide consumers with a premium and memorable beer drinking experience.”

About HEINEKEN USA

HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of Heineken International BV, the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com.