Heineken USA will launch its newest endeavor Five Points Trading Company on January 1, 2017. It will be aimed at incubating a range of popular international beers in the U.S. back in-house, utilizing the company’s long-established distribution network.
Named in reference to the five points of Heineken’s iconic red star—as well as America’s very first melting pot neighborhood in lower Manhattan, immortalized in the Martin Scorsese film Gangs of New York—Five Points will embody the same energy, cultural diversity and entrepreneurial spirit of its historic namesake. The brands, now repped by Five Points, are established in the U.S market and currently imported and sold by other importing companies whose contracts are set to expire at the end of 2016. The new endeavor will be led by General Manager Charles Littlefield, who will manage the brands separately from Heineken USA’s current portfolio.
“Like its neighborhood namesake, 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,” stated Littlefield. “This portfolio of exceptional beers provides new opportunities to connect with millennial beer drinkers as they become more global and more adventurous with their taste. We are excited for the transition and are already hard at work developing our 2017 go-to-market strategy.” Those brands represented include:
Red Stripe – A pale lager first brewed in Jamaica according to a recipe developed in 1938. Production of Red Stripe, in its beloved stubby bottle, was moved from Jamaica to the U.S. and U.K. in 2012 but will now be returned to Jamaica.
Tiger – Introduced in 1932 as Singapore’s first locally brewed beer, Tiger quickly gained favor among Allied troops stationed in the Pacific during WWII. Today, Tiger remains one of the world’s leading contemporary beer brands maintaining a strong social presence and community involvement. Brewed completely by the sun utilizing solar panels, Tiger is made with only the finest ingredients and brewed by a precise process that lasts over 500 hours.
Birra Moretti – First introduced for sale in 1860, Birra Moretti is a premium quality, award-winning Italian beer whose production process has remained unchanged since inception. A special blend of high-quality hops are used to give Birra Moretti its unique taste and fragrance and enhance its perfectly balanced bitter taste. The popular “man on the label” is associated with Moretti drinkers who personify authenticity, genuineness and tradition.
Affligem – A Belgian abbey beer, first brewed by monks in Affligem, Belgium in the 11th century as a means to raise money, avoid drinking contaminated water and provide nutrition. All Affligem beers undergo a double fermentation and production process that remains close to the brand’s roots. Under Heineken, the Belgian monks will continue to oversee all aspects of production and packaging.
Murphy’s Stout – Brewed in Cork, Ireland, Murphy’s Stout is an authentic Irish Stout introduced by the Murphy brothers in 1856 with an evocative flavor of caramel and malt and free from carbonation. Every can of Murphy’s contains a widget containing nitrogen gas necessary to create the draught flow effect and distinctive head when opened.
Prestige – Brewed in the first and only Haitian brewery, Prestige is an American-style lager brewed using state of the art technology and only the finest ingredients – natural hops, two-row malt, quality yeast and crystal pure water. Prestige is a true Haitian brand that has become an emblem of national pride and an iconic cultural symbol.
Sagres – Introduced in 1934 at the Portuguese World Exhibition, Sagres is a 100% natural lager style that delivers refreshing brightness, medium body, dry character and a pleasantly bitter taste. It’s light and golden color and distinct taste celebrate the summer sun and simple pleasures of Portugal.
Mort Subite – A traditional Belgian lambic beer, Mort Subite is brewed with the highest levels of craftsmanship and slowly matured in oak barrels, to which fresh cherries are added. Mort Subite’s signature hint of berries offers drinkers’ fantastic flavor and taste with a smooth finish.