Heineken Global Duty Free is focusing on premiumisation and innovation in Americas duty free as it steps up its distribution in the region.
Mexican beers are outperforming other segments, Heineken said, with brands such as Tecate, super-premium Sol and Dos Equis gaining appeal. Heineken’s Americas’ portfolio offers consumers a broad choice of international brands, including Strongbow Apple Ciders and Jamaican lager Red Stripe.
Heineken Global Duty Free boosted its Americas team with the appointment of Enrique Santomé as Account Manager Border Retail Americas in February. Santomé is based in Monterrey, Mexico and reports to Ernesto Milan, Global Account Manager Borders & Americas.
Santomé joins from Grupo Bimbo, where he held several international sales, trade marketing and marketing positions.
Heineken Global Duty Free Sales Manager Koos Vrijlandt commented: “With multiple routes to market in duty free, we are accelerating our distribution across the Americas and the recent addition of Enrique Santomé to the team as Account Manager will help us deliver that strategy.”
