Heineken Increases Cider Stake

The hard cider comeback in America is making headway, as Heineken announces that it’s buying the U.S. rights to the Strongbow cider brand.

Strongbow is a premium imported cider from the U.K. Heineken has partnered with the Vermont Hard Cider Company to distribute Strongbow in the U.S. for nearly a decade. The Heineken deal follows hard cider acquisitions and product launches this year by other major players including MillerCoors, Anheuser-Busch InBev and Boston Beer Co.

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