Heineken USA has set up Five Points Trading Company, a new venture aimed at incubating a range of global beers in the US.

From January 2017, Five Points Trading Company will be the US importer of record responsibility for Red Stripe, Tiger, Birra Moretti, Affligem, Murphy's Stout, Prestige, Sagres, and Mort Subite.

Charles Littlefield has been appointed as general manager of Five Points. He will manage the eight brands separately from the current portfolio of Heineken USA, along with his team.

"Keeping the Five Point and HEINEKEN USA portfolios separate will allow us to focus on our four core brands."

Littlefield said: "Keeping the Five Point and HEINEKEN USA portfolios separate will allow our current marketing and sales organisation to maintain focus on our four core brands; Heineken, Dos Equis, Tecate and Strongbow, while enabling Five Points to direct its energy and resources to developing the potential of these new to the company acquisitions.”

Heineken USA claimed that with the development of Five Points Trading Company, it will be able bring the emerging premium brands back in-house, while taking them to new heights by making use of the resources and expertise of its distribution network.

The brands to be represented by Five Points are established in the US and currently imported and sold by other companies whose contracts will come to an end by this year.

Heineken USA is a subsidiary of Heineken NV.