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Fifth Annual Award Recognizes Distributors’ Commitment to Responsible Consumption Efforts

White Plains, N.Y. – April 9, 2012 – HEINEKEN USA honored distributors Harbor Distributing, L.L.C. and Mission Beverage Company with its fifth annual 1864 Award for Responsibility, which recognizes partners who embrace the values of moderation and responsibility.  The awards were presented at the company’s annual National Distributor Conference in Atlanta, GA last week. Harbor received the award for a distributor with case volume above 1 million, and Mission for a distributor below 1 million.

“Since our inception, HEINEKEN USA has been committed to encouraging responsible consumption of our products,” said Stacey Tank, Senior Vice President and Chief Corporate Relations Officer, HEINEKEN USA. “We are proud to work with Harbor Distributing and Mission Beverage, partners who continually drive high-impact responsibility programs that benefit their communities.”

Harbor Distributing, L.L.C. – Large Category

Harbor Distributing fosters a philosophy of responsibility that is wholly ingrained in its culture. For Harbor’s parent company, Reyes Holdings, L.L.C., responsible selling, marketing and consumption education have long been key components of the company’s mission. Harbor extends these shared beliefs to their community through cooperative programming with law enforcement, local community groups and retailers. In doing so, Harbor leverages HEINEKEN USA programs like Taxi Magic, a free app that makes booking a taxi as simple as a few taps on a smartphone, and the Health Alliance on Alcohol (HAA), a series of alcohol awareness educational materials.

To support Alcohol Awareness month in 2011, Harbor provided books and toolkits from the HAA to Big Brothers Big Sisters of Orange County to assist with the organization’s alcohol awareness and training program for new mentors. The company also distributed books at Anaheim’s National Night Out, a unique crime and drug prevention event sponsored by the National Association of Town Watch.

Emphasizing responsibility at major California events, Harbor teamed with HEINEKEN USA to launch a responsibility poster campaign at the 2011 Coachella Valley Music and Arts Festival and 2011 Toyota Grand Prix Long Beach in California, respectively. Together, the campaigns extended tips on safety and managing alcohol consumption to more than 280,000 people.

This is the company’s third award and second consecutive 1864 Award win.



HEINEKEN USA’S On-Going Focus on Responsible Consumption

HEINEKEN USA has long been recognized for the heritage, quality and integrity of its products.  That commitment extends to the responsible consumption of its products. HEINEKEN was the first brewer in the world to place a responsibility message on all consumer-facing bottles and cans, as well as all TV, radio and print advertising. HEINEKEN USA continues to provide innovative solutions that help make it easy for consumers to act responsibly. Most recently, the Taxi Magic mobile app allows users to book, track and pay for a taxi, all at the touch of a button through their smartphone. Additionally, more than 95% of employees are now certified in the TIPS (Training for Intervention ProcedureS) program, underscoring its commitment to the responsible sale and consumption of its products.


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HEINEKEN USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. HEINEKEN USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA -sponsored Taxi Magic™ application from your smartphone at Please visit