An interesting angle here…Heineken has launched a website called passion4beer that is geared toward distributors and on-site distribution personnel for Heineken, Newcastle, Dos Equis & Amstel….and I quote, “At HEINEKEN USA, our Passion 4 Beer platform was developed to acknowledge our roles as guardians to providing quality beer experiences to our consumers. Our commitment to evolving our beer knowledge is all encompassing: beer ingredients, rituals, food& beer, vocabulary and much, much more. We welcome and invite our trade partners to join us in this education of beer to help us deliver the best beer experience to all of our customers.”
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