How do you imagine the typical brainstorming session goes? Imagine that brainstorming session is about creating new flavors of beer — a market that is growing in size and sophistication.

Heineken USA is phasing out the original Strongbow Hard Cider recipe and replacing it with new Strongbow Gold Apple Hard Cider and Strongbow Honey & Apple Hard Cider.

As college basketball fans gear up for March Madness, beverage brands are using their marketing power to bring other hoop dreams to life.

Tecate and Tecate Light, brands of White Plains, N.Y.-based Heineken USA, kicked off a national shopper marketing program aimed at giving men of legal drinking age the essentials they need for a spring and summer full of barbecues and carácter.

This spring, Heineken USA’s Dos Equis brand will leverage the success of its 2013 Dos de Mayo program by inviting consumers of legal drinking age to take a new path and discover more interesting and more meaningful celebrations leading up to the Cinco de Mayo holiday on May 5.

Heineken USA Inc., a White Plains, N.Y.-based subsidiary of Heineken International BV, launched a new global responsibility campaign designed to make moderate alcohol consumption aspirational.

Heineken USA launched limited-edition Newcastle Cabbie Black Ale, which features notes of various fruits, chocolate and coffee, the company says.

Adding to its popular “No Bollocks” marketing campaign, Heineken USA’s Newcastle brand took the idea of advertising on cabs to a new level in order to promote its new Newcastle Cabbie Black Ale.

In preparation for the holiday season ahead, White Plains, N.Y.-based Heineken USA will launch a holiday program for its Beers of Mexico variety packs from Nov. 1 through Dec. 31.

Newcastle Brown Ale, a brand of Heineken USA, White Plains, N.Y., brought back its fall No Bollocks retail program for 2013.