E-Malt.com News article: USA: Heineken USA Introduces Luxury Light Beer

Heineken USA Inc. confirmed on May 26 that it will continue its pioneering leadership in the beer market with the introduction of its Luxury Light beer, Heineken Premium Light Lager, in the US. Heineken Premium Light Lager will be tested in four select US markets beginning in June 2005: Phoenix, Arizona; Dallas, Texas; Tampa, Florida; and Providence, Rhode Island.

The introduction of Heineken Premium Light Lager is consistent with Heineken's strategy to expand and optimize its product portfolio and to capture an ever-growing share of the premium import specialty segment of the US beer market. The new luxury light beer will be supported in test markets with a comprehensive marketing program, including TV, print, radio, online, in-store and on-premise promotions.

"No light beer currently offers consumers the high quality drinkability coupled with the prestige and cachet of Heineken Premium Light Lager," said Andy Glaser, Brand Director, Heineken USA. "Heineken Premium Light Lager combines a lighter taste with subtle flavor cues of regular Heineken. With the introduction of Heineken Premium Light Lager, we are exceeding US consumers' desire for a higher quality, premium light beer."

Heineken Premium Light Lager is brewed with the unique Heineken horizontal fermentation method, creating its uniquely flavorful and refreshing taste. This method allows more gravity on the proprietary Heineken A-yeast retracting greater flavor while maintaining a light and refreshing taste. Heineken Premium Light Lager has only 6.8 grams of carbohydrates and 99 calories. Heineken Premium Light Lager's new sleek and stylish 12oz bottle design will initially be available in 6-packs, 12-packs and 24 loose packs.

Heineken USA, Inc., the nation's largest beer importer, is a subsidiary of Heineken International (Netherlands), which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Dark; Amstel Light, the largest- selling imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico.


27 May, 2005