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Heineken USA, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Headquartered in White Plains, NY, Heineken USA is a subsidiary of one of the world's largest brewers, Heineken. The company distributes beverages such as Heineken, Amstel Light, Buckler (nonalcoholic), Murphy's Irish Stout and Irish Amber, the only authentic Irish amber import in the U.S.

Main Telephone (212) 338-4880
Main Fax (914) 681-1900
Primary Address
245 Park Avenue
40th Floor
New York, NY 10167

Heineken USA, Inc. Contacts

Contacts (5/68)
Name Title State
Nuno T. Chief Marketing Officer NY
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (212) 338-4880
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 245 Park Avenue
40th Floor
New York, NY

Tara R. Senior Vice President & Chief Corporate Relations Officer NY
Julie K. Senior Vice President & Chief Legal Officer NY
Gabriele G. Senior Vice President & Chief Financial Officer NY
Ronald d. President & Chief Executive Officer - USA NY

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Amstel Light ***
Buckler *
Heineken Lager ********
Newcastle Brown Ale ******
Strongbow Cider ********

Agency Relationships

Brand Agency Service From To
****** ***** ********** AOR - creative unknown present
****** ***** ********* | ***** media buying & planning unknown present
****** ***** ********** Creative: Shopper Marketing 2016 present
****** ***** ******* AOR - public relations 2012 present
****** ***** ******* AOR - public relations 2012 present

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Q2, Q3 Opps: Heineken continues digital investments, moves away from print

Subject: TV, digital, online, experiential, social media

Company: Heineken, the third largest brewer in the world.  

Opportunity: During Dmexco, a digital marketing and technology conference in Germany, Heineken’s executive director of global marketing Soren Hagh said that company will continue shifting to new digital platforms “and fast.” Hagh stated: “We’re no doubt moving to a world where most marketing spend is digital.” For Heineken’s part, the beer giant has increased its digital spending from 9% of its budget to 25%. Money is shifting away from print, not TV, and other channels that “are not adapting very fast.” Given these statements, Heineken could be open to new ideas for how to reach customers through one-on-one conversations. He knows the company “has to accept a higher risk and make bets hat take uncertainty into account.” 

Ad and sponsorship sellers – continue to focus on Q2/Q3 buys since that's when Heineken USA, led by its Mexican beer portfolio (Dos Equis, Tecate and Desperados), buys the majority of its media. Publicis's MediaVest handles media planning and buying for Heineken USA, according to The List.

Additional Insight

CMO Departure: In March, Heineken announced that global CMO Alexis Nesard would be leaving the company (more here). With the brewer's new management structure, the roles of global CMO and chief sales officer are being combined into a newly created position called chief commercial officer. Filling the role is Jan Derck van Karnebeek, global chief sales officer and president for Central and Eastern Europe.

US Marketing Plans: Marketing and advertising as a percentage of revenue is going up this year compared to 12.7% in 2014, partly to drive growth in the Americas, said Jean-Francois van Boxmeer, CEO and chairman, during the Q4 earnings call. Specifically, Heineken USA's 2015 marketing budget reportedly will rise 6% this year over 2014, with 30% going to digital, up from 20% in 2014. Last year, Heineken USA spent $146 million on measured media, up from $123.3 million in 2013, Kantar Media reports. Last year, broadcast led the way at about 70% of the brewer's ad budget, followed by Spanish language network TV, magazine and display ads.

Brand Heineken (Dutch Portfolio): On the sponsorship front, brand Heineken began its  

National TV Spend: Since January, Heineken has spent $52.2 million on national TV ads, according to iSpot. The most money has been spent to air ads on FOX, ESPN, Univision, NBC Sports and TNT during shows such as “NBA Basketball,” “Anger Management,” “Modern Family,” “2015 Draft Academy” and “NHL Hockey.” For the same period 2014, $32.9 million was spent, proving Hagh’s point that money is not moving away from TV.

Digital Breakdown: Moat reports that Heineken has run 87 standard display ad on 281 publishers (42% mobile). Top ad destinations include:,,, and For the same period 2014, 72 creatives have run on 250 publishers (71% mobile). Note that these placements are moving more into programmatic (13% in 2014 vs. 37% in 2015).

Agency Relationships: Heineken recently tapped Publicis Worldwide as global lead agency for the Heineken brand.

Heineken USA Inc.
245 Park Ave.
40th Floor
New York, NY 10167
(212) 338-4880

Nuno Teles
Chief Marketing Officer
(212) 338-4880