HEINEKEN USA announced that Admiral Beverage Corp. of New Mexico was awarded the Red Star award for its efforts in driving the success of the HEINEKEN USA portfolio in 2017. The award was presented at the company’s annual National Distributor Conference, October 10-11 in Atlanta, GA.
The program is designed to honor the balanced efforts by distributors against the drivers of HEINEKEN USA volume, distribution, and display execution. Distributors across the U.S. compete against peers of similar size and geography, and the award is given to the distributor partners who go above and beyond the average market results. Four Region Groups are divided into four Regional Tiers defined by total HEINEKEN USA volume. A winner is selected in each Region, at each Tier, resulting in 16 Regional winners and one Overall winner.
Admiral Beverage has been among the top contenders for the award each year since 2014 and took home the top honor in 2017. The New Mexico distributor delivered stellar performance in partnership with the HEINEKEN USA team to drive on- and off-premise distribution and off-premise displays. Admiral Beverage was honored for execution that crossed portfolio lines and results that exceeded industry standards. In a year where the industry was declining overall, the Red Star award winner grew the HEINEKEN USA business +7% in 2017, led by Strongbow Cider +24%, Dos Equis Lager +11%, and Tecate +7%. Admiral Beverage combined best-in-class leadership, management, sales execution and a strong partnership with HEINEKEN USA to deliver on all key metrics, including high-impact sponsorships that maximized brand awareness in the market.
“Each year, we present the Red Star award to honor a distributor partner who delivers the highest level of support to the performance of the HEINEKEN USA portfolio,” said Brian Citron, West Region VP at Heineken USA. “From brand-building investments to incremental work both on-and off-premise, our partners’ efforts are essential in driving success. In 2017 Admiral Beverage showed that consistency and commitment can lead to superior performance. The results for both parties have been tremendous.”
“It’s an honor to be recognized by a partner like HEINEKEN USA as the top distributor in the country, and even more fulfilling to receive the award following several years of falling just short of the top prize,” said Greg Brown, President of Admiral Beverage, citing the company’s third place finish in 2014 and second place finish in 2015. “Last year we said we’d come out on top and we delivered. We are helped in our efforts by the support we receive from HEINEKEN USA with their great portfolio of products, consumer market insights and the teams who help us deliver against our goals.”