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Heineken to release Amstel Wheat, Tecate Michelada beers in US

Heineken is set to unveil two new beers Amstel Wheat and Tecate Michelada in the US in September 2012, as part of plans to expand its footprint in the country.

Bottles of Amstel Wheat will be distributed across Chicago, Minneapolis and Northeast, which follows its release on draught a year ago.

The company's Tecate Michelada, a Mexican beer, will be supplied to central and western US as the first canned, ready-to-drink michelada in the country.

The Dutch brewer intends to enhance its business reach in countries other than Europe, against the backdrop of a slowing economy in the region.

Heineken USA chief marketing officer Lesya Lysyj was quoted by Reuters as saying that beer makers have not been as innovative and Heineken not as innovative as other brewers.

"We've been an under-innovator in an under-innovated category. Our business was not on a growth trajectory over the last several years," Lysyj said.

The new beers mark the first release from Heineken in the US market after over ten years.

29 Jan. 2013

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