Feb 11, 2008 6:06 AM, PROMO Xtra, By Patricia Odell

Heineken USA and Ryan Partnership have ended their 12-year relationship. The decision was mutual, the companies said.

Ryan Partnership has been the English-language promotions agency of record for Heineken USA's Dutch brand portfolio, which includes Heineken Lager, Amstel Light and now Heineken Premium Light.

Ryan will complete promotions currently underway for the brands.

It has run some zany on-premise sampling for Heineken.

Last year, it handed out samples for its Premium Light, a beer that launched in the U.S. in 2006 with a $50 million campaign. And during the launch, more than 400,000 people received a taste of the brew at thousands of events over a five-month period. The sampling program was the largest Heineken USA has ever done.

“After much consideration, both Ryan Partnership and Heineken USA agreed it was in our best interests to end the relationship at this time and focus on our individual priorities and objectives,” Mary Perry, president of Ryan Partnership Promotion Agency, said in a statement.

Both companies declined further comment.

Ryan Partnership was named Promo’s 2007 Agency of the Year. Its clients include Unilever, Wyeth, New Balance, Nestlé Waters North America, Chase, Energizer and Dunkin Donuts.

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