- Mike Beirne

Heineken USA selected G2, New York, and Dieste Harmel & Partners, Dallas, as its lead promotion agencies.

The assignments disclosed on Wednesday became effective July 1 and end a review initiated in February that pushed out Ryan Partnership, Wilton, Conn., The Vidal Partnership, New York, and Alcone Marketing Group, Irvine, Calif. 

G2 assumes English language, general market promotional support for the White Plains, N.Y., importer’s Dutch brands —Heineken Lager, Heineken Premium Light, Amstel Light and Buckler— and for its roster of Mexican brands like Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia. Dieste Harmel takes charge of developing Hispanic promotions for the entire portfolio.

“Heineken USA’s evolution into a true portfolio organization over the last three years, coupled with an increasingly competitive and dynamic beverage alcohol industry, increased the importance of developing below the line partners and programming that effectively engage our consumers and add value to our wholesale and retailer partners,” said Steve Ward, Heineken USA’s vp-strategy & channel activation, in a statement. 

G2 shops already work on Heineken in other countries. Vidal remains as the lead advertsing agency for the Heineken brand family’s Spanish language campaigns. Ryan previously handled promotions for Heineken’s Dutch brands while Alcone promoted the brands brewed by Heineken’s Mexican brewing partner Femsa. Last December Heineken switched its lead ad agency to Wieden + Kennedy, Portland, Ore., from Berlin Cameron United, New York