Heineken USA has added Strongbow cider to its portfolio and will begin its distribution in the US from 1 January 2013.
Strongbow is a crisp premium cider imported from the UK. Heineken NV switched the distribution rights from Vermont Hard Cider Company to Heineken USA to meet the growing demand of cider in the US, which grew 10% in 2010 and 20% in 2011.
Heineken USA president and CEO Dolf van den Brink said there is a tremendous opportunity to build on the momentum that the Vermont Hard Cider team created over the last nine years.
"We see this as a pivotal moment to further accelerate Strongbow's growth by supporting the brand with the full weight of HEINEKEN USA's resources and capabilities," Brink added.
"By growing our core and investing in innovation, we will continue to enhance our position as the industry's leading upscale importer."
Strongbow will join Heineken USA portfolio of brands, including Newcastle Limited Editions, Heineken, Amstel Wheat, Indio, Dos Equis and forthcoming Tecate Michelada.