E-Malt.com News article: USA: Heineken USA celebrates 75th anniversary as first imported beer to hit shores at the end of prohibition

Just four days after Prohibition ended on April 7, 1933, Heineken was the first imported beer to hit U.S. shores, with its first shipment arriving into the port of Hoboken, NJ on April 11, 1933, Earth Times reported April 11. To mark the 75th anniversary of that moment in history, Heineken announced a series of special promotions as a gesture of thanks to all who have supported the nation's premier imported beer for three-quarters of a century.

"We are proud of our status as the first imported beer to re-enter the U.S. after Prohibition, and of the social and economic contributions Heineken USA has made in the U.S. since 1933," said Don Blaustein, President and CEO, Heineken USA. "We are thrilled to celebrate the 75th anniversary with special promotions and events across the country, which provides us a unique opportunity to thank our loyal consumers and customers for their support of the Heineken Brand."

Heineken was first exported to the U.S. in 1880, but shipments were halted by Prohibition in 1920. Following its repeal in 1933, Heineken seized this opportunity to gain strength and became the first non-American beer to re-enter the market. Heineken quickly gained notoriety at the 1939 World Exhibition in New York City and grew exponentially in the following years as Americans discovered the premium, full-flavored Dutch import. To this day, Heineken continues to be the #1 imported European beer in the U.S. ever since being the first to return to our shores in 1933.

Party Like It's 1933

To celebrate the 75th anniversary, numerous on-premise locations throughout the country will roll back prices and host parties as a gesture of thanks to Heineken drinkers. Following is a selection of celebratory promotions:

-- In Pittsburgh, Towne Tavern is hosting a massive throwback costume
party to celebrate the repeal of Prohibition complete with 1930's décor and
period dress for staff. On April 11, Towne Tavern will have Heineken
bottles available for $3.00.

-- In Albany and Rochester, N.Y., more than 40 on-premise accounts will
participate with several Albany bars dropping prices to a historic $2.75
rate for the duration of the anniversary celebration on April 11. Many on-
premise locations in Upstate N.Y. will reduce pricing even further to $1.75
for happy hour on that day.

-- Chicago's famous Harry Caray's Tavern offered an unprecedented price
reduction for Heineken and Heineken Premium Light to 75 cents on April 9.

About Heineken USA

Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico.


11 April, 2008