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INTERNATIONAL ROUNDUP Heineken USA Establishes Five Points Trading Company In an effort to focus on the development of Heineken’s emerging international brands, and their integration within the U.S. market, Heineken USA this month announced the creation of Five Points Trading Company. The new venture, aimed at “incubating a range of popular global beers in the U.S.,” will assume importer responsibilities for the Red Stripe, Tiger, Birra Moretti, Affligem, Murphy’s, Prestige, Sagres and Mort Subite brands. In a statement sent to BevNET, a Heineken spokesperson said the new trading company would prioritize sales of the Red Stripe, Tiger and Birra Moretti brands in the U.S., while Heineken USA continued to focus on driving the growth of its core Heineken, Dos Equis, Tecate and Strongbow business. Import contracts for the smaller brands were set to expire at the end of this year, Heineken said, prompting the creation of Five Points Trading Company and the decision to acquire the distribution rights from a variety of U.S. importing companies. Total Beverage Solutions had been importing Affligem and Birra Moretti products, while United States Beverage had been importing the Tiger and Murphy’s brands. Saraiva Enterprises imported the Sagres brand to a handful of markets throughout the U.S.

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Red Stripe, meanwhile, had been majority owned by Diageo until last year, when Heineken acquired a 57.9 percent stake in that brand’s parent company, Desnoes & Geddes. Prior to the transaction, Heineken already owned 15.5 percent of D&G, which trades on the Jamaica Stock Exchange as “Red Stripe Jamaica,” and Diageo paid City Brewing in Wisconsin to contract produce the popular Jamaican product for U.S. markets. Five Points Trading Company will operate as a separate division out of Heineken USA’s headquarters in White Plains, NY, a spokesperson said. Importer transitions will be effective on January 1, 2017, Heineken said. “Five Points Trading Company will provide a nexus for new thoughts, perspectives and cultural exploration, while tapping into the legacy and import expertise of Heineken USA,” Heineken GM Charles Littlefield said via a press release.

Craft Imports: BrewDog USA Raises $1 Million $1 million down, $49 million to go. In just three days, Scottish craft beer maker BrewDog raised $1 million from more than 1,200 investors to help fund its new, $50 million U.S. craft brewery operation in Columbus, Ohio. The Equity for Punks campaign gave non-accredited U.S. investors an opportu-

by chris furnari nity to purchase shares of the company’s U.S. business at $47.50 each; BrewDog is requiring investors to purchase a minimum of two shares. “This unprecedented response to our first crowdfunding round in the States shows the demand for our beer in America, and sets us up with a community of likeminded individuals ready and waiting to help us make our U.S. business an explosive success,” the company wrote on its website. This isn’t the first time BrewDog has turned to crowdfunding to help fuel its growth: Over the last five years, the company has raised more than $33 million from 46,000 investors via four equity crowdfunding rounds to finance its European brewing and expansion initiatives. In the U.S., BrewDog is taking advantage of new JOBS Act regulations that enable small businesses to offer equity stakes to non-accredited investors. BrewDog’s Ohio facility is slated to open in late 2016, the company said.

High End Goes Abroad Anheuser-Busch InBev has purchased the 225-year-old Belgium-based Brouwerij Bosteels. American financial news and services website TheStreet.com, citing Belgian press reports, pegged the deal at $225 million. Bosteels, which is famous for its Tripel Karmeliet, Kwak and Deus brands, will

BevNET Magazine October 2016  
BevNET Magazine October 2016  

The October 2016 issue of BevNET Magazine.