Heineken Names Alloy to Reach African Americans

Heineken USA Inc. has named Alloy Marketing & Promotions (AMP Agency) to develop and execute its promotional marketing programs targeting the African-American adult consumer. The new assignment takes effect immediately.

The urban and multicultural marketing group of AMP Agency, an Alloy Media + Marketing company, will develop and execute the promotional programming.

Heineken, the nation's largest beer importer, is a subsidiary of Heineken International (B.V.). Its portfolio of brands includes: Heineken Lager, Heineken Premium Light; Amstel Light, and Buckler non-alcoholic brew. Heineken also imports Tecate, Dos Equis, Sol, Carta Blanca and the Bohemia brands from FEMSA Cerveza of Mexico.

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