Heineken USA’s innovation and ecommerce push
Alison Payne, VP of marketing for Heineken USA who oversees the beer importer’s Mexican brands, updates us on what the company is doing to boost its ecommerce presence as the pandemic continues to alter beer shopping behavior. We also talk about Heineken’s aggressive innovation pipeline, which includes new seltzers, and why the marketer is taking a test and learn approach that involves rolling out new products first in select cities.
