Heineken Global Duty Free is aiming to lead a targeted focus on premiumisation and innovation in the Americas duty free as well as accelerate its distribution in the region.
According to Heineken, the trend for Mexican beers is outperforming other segments. The company said that Mexican brands such as Tecate, known for being light and refreshing, super-premium Sol and Dos Equis are appealing to more and more consumers. The Americas Heineken portfolio is said to offer consumers a broader choice from around the world, including Strongbow Apple Ciders and Jamaican lager Red Stripe.
Heineken Global Duty Free has boosted its Americas team with the appointment of Enrique Santomé as Account Manager Border Retail Americas, effective 15 February 2017. Santomé is based in Monterrey, Mexico and reports to Ernesto Milan, Global Account Manager Borders & Americas.
Santomé, who holds a Masters degree in Marketing and Distribution Channels, will be commercially responsible for the border retail channel in the Americas Region. He joins from Grupo Bimbo SA where he held several international sales, trade marketing and marketing positions.
Heineken Global Duty Free Sales Manager Koos Vrijlandt commented:
“The Americas performance is driven by the relevance and popularity of our premium brand portfolio amongst consumers. 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.”
