Heineken USA Announces New Agency Partners For Select Brands

Strongbow selects Zambezi; Heineken taps Edelman, Wieden+Kennedy New York

WHITE PLAINS, N.Y. -- Heineken USA Inc., the nation's leading upscale beer importer, has announced several agency-of-record appointments across its portfolio.

Strongbow Cider will join the Heineken USA portfolio beginning Jan. 1, 2013, and the leading cider brand globally has selected Zambezi as the advertising agency of record. For almost a decade, Heineken NV had partnered with the Vermont Hard Cider Co. to distribute Strongbow in the burgeoning U.S. cider market, which grew 10% in 2010 and 20% in 2011. Zambezi's responsibilities will include strategic and creative development to support further brand growth in the United States.

"Zambezi is well versed in the beverage and active-lifestyle space, with expertise in marketing to upwardly mobile consumers," said Matt Kahn, vice president of marketing for Heineken USA portfolio brands. "They have experience working with both established and emerging brands, making them a perfect partner to work on Strongbow. Zambezi will be responsible for developing all consumer advertising for the brand."

Edelman will develop and implement public relations programs for the Heineken, Heineken Light and Amstel Light brands. Specifically for Heineken, the agency will manage general-market and Hispanic campaigns surrounding consumer-marketing launches and event-sponsorship activations.

In addition to managing general-market advertising and industry-leading social media channels, Wieden+Kennedy New York will now look after all Hispanic above-the-line activations for Heineken and Heineken Light.

"We're eager to engage Edelman's media relations expertise and deepen our global relationship with Wieden+Kennedy," said Colin Westcott-Pitt, vice president of marketing for Heineken. "We thank MSL New York for their collaboration in developing impactful programming for brand Heineken."

White Plains, N.Y.-based Heineken USA is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.