Press Release:

(White Plains, NY) – Today HEINEKEN USA, the nation’s leading upscale beer importer, officially announced that for the first time since 1946, Heineken has redesigned their world-class green bottle for U.S. consumers. The revamped “Star Bottle” is set to hit select New York State markets beginning mid-September, with a national roll-out slated to begin in March 2013 in on and off-premise locations.

“The newly designed Star Bottle allows Heineken to take a huge step forward in the globalization of the brand, which started with our ‘Open Your World’ marketing campaign and our more recent draught program,” said Colin Westcott-Pitt, VP of Marketing, HEINEKEN USA. “The Heineken bottle has gone through a number of progressions but has always maintained its core iconography that has become a symbol of upscale premium beer, and this philosophy will remain the same with the new Star Bottle design.”

The Star Bottle will be available in 12 oz. and 22 oz. sizes and features a taller, thinner shape giving it a more modern and premium look. The bottle also features an embossed thumb groove that improves grip and encourages people to hold the bottle at a lower point, keeping the beer colder. While the bottle is changing, consumers can still expect the same smooth, full-bodied beer with a complexity that balances fruity notes with mild bitterness that has been synonymous with Heineken for more than 100 years.

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About HEINEKEN USA
HEINEKEN USA Inc., the nation’s premier bier importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international bier brand; Heineken Light; Amstel Light, a leading imported light bier brand; Newcastle Brown Ale, the leading imported ale in the United States; 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 Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.

Press Release:

(White Plains, NY) – HEINEKEN USA today announced the appointment of Matthew Kahn as Vice President of Marketing for Portfolio Brands effective September 19, 2012. In his new role, Kahn will be responsible for leading the development and execution of brand strategy, media and public relations for Dos Equis, Newcastle Brown Ale, Amstel and the recently acquired Strongbow Cider brand.

Kahn will manage the selection of creative agencies, the development of creative content, the negotiation of merchandising opportunities and media placements. In addition, he will oversee brand-related events and sponsorships, non-retail sampling and media relations.

“We’re delighted to welcome Matt Kahn to HEINEKEN USA,” said Lesya Lysyj, Chief Marketing Officer, HEINEKEN USA. “Matt’s background of successfully marketing global brands for nearly 20 years has undoubtedly equipped him to help take our beer brands to the next level.”

Prior to joining HEINEKEN USA, Kahn was a Senior Vice President of Marketing, at Energy Brands, Inc./glacèau. During his eight year tenure, Kahn held a variety of marketing roles managing some of the company’s largest and fastest growing brands such as vitaminwater, smartwater, and POWERADE. He successfully energized the vitaminwater business, producing $994 million in retail sales and managing a budget of $119 million as part of glacèau’s executive leadership team. He also launched the most successful line extension in POWERADE’s history – POWERADE Zero.

Prior to joining Energy Brands, Inc./glacèau, Kahn worked at The Coca-Cola Company, managing the marketing for several top global brands including Coca-Cola Classic, Sprite, Nestea and a variety of sports and energy drinks. Kahn began his career in advertising account management at D’Arcy Masius Benton & Bowles, Inc., servicing several Mars brands.

Kahn holds a Bachelor degree in Business Administration from the John M. Olin School of Business at Washington University in St. Louis, Missouri. He also received a Master in Business Administration degree from the Kenan-Flagler Business School at The University of North Carolina in Chapel Hill, North Carolina. Kahn, a Westchester County resident, will be based in HEINEKEN USA’s New York City office.

About HEINEKEN USA
HEINEKEN USA Inc., the nation’s premier beer importer, is a subsidiary of Heineken International BV, which is 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, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; 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 Mexico. For a safe ride home, download the HEINEKEN USA–sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.