NEW YORK (AP) — Heineken USA said Wednesday that it will take over the U.S. distribution of a cider that is owned by its parent company.
Strongbow cider, which is imported from the U.K. and owned by Amsterdam-based Heineken NV, had been distributed by Vermont Hard Cider Co. for the past nine years. Heineken had outsourced the distribution to Vermont so that a cider-focused company could grow the brand. Heineken says Strongbow is now the country's No. 2 cider.
The deal for Heineken USA to take over distribution of Strongbow starts next year. Heineken will pay Vermont an undisclosed sum to assume control of the brand two years before Vermont's distribution deal expired.
Heineken USA said it will position Strongbow as an upscale alternative alcoholic beverage choice. The move comes as sales volume of beer in the U.S. has declined in recent years. Although cider volumes remain just 0.3 percent that of beer, the category has grown by 78 percent since 2006, according to Euromonitor International.
Heineken's brands include Dos Equis, Newcastle and Amstel Light, in addition to its namesake beer.