I recently attended the Heineken USA National Distributor Conference in New Orleans, which brought together distributors from across the country to meet with company representatives, sample new products and view the latest marketing campaigns for Heineken’s seven U.S. brands.
The event began with the NDC Expo at the Roosevelt Hotel, which featured individual areas for Newcastle, Desperados, Tecate, Dos Equis, Strongbow, Amstel Light and, of course, Heineken. There were also presentation areas for taproom tools, path to purchase technology, and Heineken’s innovative on-premise draught system, BrewLock.
Wil Wheaton, the company’s new celebrity spokesman for Newcastle Brown Ale and a beer aficionado in his own right, was leading tastings of the brand’s beers, including the relatively new Scotch Ale.
Also on hand was the UEFA Champions League soccer trophy, which made a grand entrance into the expo to celebrate Heineken’s renewed sponsorship with the league.
The following day, in addition to handing out the annual Red Star Awards to Heineken’s top distributor partners, the company also took time to recognize Andrews Distributing Company of North Texas with the eighth annual 1864 Award for Responsibility.
The Dallas-based distributor co-branded a number of campaigns in the Dallas-Forth Worth area to promote safe rides home, as well as launching a partnership with Uber and offering free rides home during the holidays.
“We’re proud to work with partners that embrace [our] values and actively strive to put responsibility into action,” Faust said. “This year, Andrews Distributing Company of North Texas went above and beyond to make a difference in the communities they serve.”