Heineken Launches Amstel Wheat & Tecate Michelada In The U.S. in Sept 2012

Interesting news for two new beers coming to the U.S. in Sept 2012 from Heineken…Amstel Wheat & Tecate Michelada .  Details from Reuters:

(Reuters/mbb/) - Heineken NV  is launching two new beers -- Amstel Wheat and Tecate Michelada -- in the United States next month, as the Dutch brewer works to improve its business in the key U.S. market.

Amstel Wheat will be sold in bottles in the Northeast, Chicago and Minneapolis, after a year-long test of the beer on draught. It is the brand's first U.S. line extension in more than a decade.

As for Tecate, a Mexican beer Heineken acquired through its 2010 purchase of Femsa's beer business, the new product will be the first canned, ready-to-drink michelada sold in the United States. A michelada is a beer cocktail popular in Mexico that combines beer with lime, salt, spices and hot sauce.

The new product will be available throughout the western and central regions of the United States.

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