A common theme within the global company is progressiveness and this year, HEINEKEN USA did what it does best by creating two never-before-seen products, the BLADE and Home Tap.

In a recent Beverage Industry Special Report, the publication highlighted the impact that millennials are having on the U.S. market. Brand owners are no stranger to the growing influence this demographic is having and are making concerted efforts to stay on top of the latest trends associated with millennials.

Strongbow Hard Ciders, a brand of White Plains, N.Y.-based Heineken USA, is bringing back by popular demand Original Dry.

Alcohol migration trends have impacted the U.S. beer market. However, beer manufacturers are combating this trend through innovative new product releases.

Several beverage brands have announced new marketing campaigns and services.

Strongbow Hard Ciders, a brand of White Plains, N.Y.-based Heineken USA, announced its newest flavor, Rosé Apple, a semi-dry hard cider with a touch of red fleshed apples. With a light, refreshing and fruity taste and 5 percent alcohol by volume, this newest addition to Strongbow’s line is reminiscent of a Rosé wine but with only 10 grams of sugars in an 11.2-ounce bottle, the company says. 

Tiger Beer, a brand of Five Points Trading Co., a company of White Plains, N.Y.-based Heineken USA, announced that it is uncaging celebrations in 2018 for the Lunar New Year through retail and on-premise programming and artwork that celebrates the Year of the Dog. The artwork tells a story that celebrates the old and the new in order to reignite the appreciation and understanding of festive traditions shared with family and friends, the company says.

Since Heineken USA, White Plains, N.Y., acquired a controlling stake of Red Stripe Beer in 2015 and returned production back to the brand’s Jamaican homeland in 2016, the company has embarked on an aggressive 10-year investment plan dedicated to building Red Stripe’s position as a truly global brand. 

The company announced a continued focus on brand stories with a consistent and simple message across the franchise: “It’s all about the beer.”

As farmers head into orchards and vineyards for the yearly harvest, many people are unaware of the similarities between cider apples and wine grapes. Both fruits thrive with ideal natural growing conditions and boast thousands of different flavorful varieties; hard apple cider was even served as an alternative to Champagne after World War II, according to White Plains, N.Y.-based Heineken USA.