USA: Heineken to set up Five Points Trading venture

Heineken USA , a beer importer and a subsidiary of Heineken NV, has established a new venture called Five Points Trading Company that is aimed at incubating popular global beers in the USA,

The new company will be the US importer for Red Stripe, Tiger, Birra Moretti, Affligem, Murphy's Stout, Prestige, Sagres, and Mort Subite, enabling to bring the key brands back in-house, while utilizing the resources expertise of its distribution network, Heineken. The brands, established in the US market, are currently imported and distributed by other importing companies whose contracts are set to end at the end of 2016.

"Like its neighborhood namesake, Five Points Trading Company will provide a nexus for new thoughts, perspectives and cultural exploration, while tapping into the legacy and import expertise of Heineken USA," stated the the new firm's general manager Charles Littlefield. "This portfolio of exceptional beers provides new opportunities to connect with millennial beer drinkers as they become more global and more adventurous with their taste. We are excited for the transition and are already hard at work developing our 2017 go-to-market strategy".

Source: Heineken (via PR Newswire)