USA: HEINEKEN announces launch of dark Mexican Indio beer

HEINEKEN USA announced on July, 12 the launch of Indio, a unique Mexican dark beer. Brewed and sold in Mexico since 1893, Indio will be available beginning July 12 throughout Chicago as well as in Los Angeles, San Diego, San Francisco, Austin, Dallas, Houston and San Antonio.

"Not only does the launch of Indio in the U.S. strengthen HEINEKEN USA's portfolio and strategic innovation platform, but it supports our ambition of becoming the leading beer company in the U.S.," said Felix Palau, VP of marketing, Indio. "Market segmentation continues to have a major impact on the industry and Indio will use this trend to create a very specific campaign that speaks directly to the niche audiences' interests and passions in life."

HEINEKEN USA Inc., the nation's premier beer importer, is a subsidiary of HEINEKEN International BV, the world's third-largest brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. HEINEKEN USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Indio, Sol, Carta Blanca and Bohemia brands from Mexico.

13 July, 2012