Heineken USA

Heineken was the first European beer to be imported to the United States. Heineken USA hired Karen MacNeil & Company to provide a marketing lexicon for its multiple brands of beer, using Karen’s “wine sensibility” to describe the experience of drinking top beers. Karen conducted extensive tastings of Heineken’s global brands along with Heineken’s top brew masters. Karen’s tastings and research resulted in a new descriptive marketing approach for brands as varied as Bohemia and Dos Equis.