Heineken USA Expands 'Luxury Light' Category With National Launch of Heineken Premium Light 12 Oz. Slim Cans

19/06/07 Building on a successful product introduction last year, Heineken USA announced the national availability of Heineken Premium Light in a new 12-ounce slim can. The introduction of the new packaging allows light beer drinkers to continue to trade up to a special, premium product on more occasions.

The new Heineken Premium Light 12-ounce slim can delivers imagery consistent with the elegance and unique design of its bottle counterpart. With nearly 60 percent of domestic light beers sold in a can, Heineken Premium Light presents beer drinkers with greater choice and trade up opportunities. Heineken Premium Light 12-ounce cans are available in both a 12-pack Fridge Pack and a 24-pack suitcase.

"The new 12-ounce slim can now offers Heineken Premium Light and domestic light beer drinkers the ability to enjoy its deliciously smooth taste on more occasions," said Andy Glaser, director, Heineken Brand, Heineken USA. "Particularly in the summer months, beer drinkers look for ways to enjoy their favorite beverages in outdoor locations that may not allow glass packaging. The new Heineken Premium Light 12-ounce slim can now enables them to enjoy a light beer with Heineken's image and cachet, no matter what the setting."

Communicating Stature in a New Package

The new Heineken Premium Light packaging has been specifically designed to differentiate it from Heineken Lager, as well as other beer offerings. The new slimmer and taller can structure continues visual elements from the Heineken Premium Light bottle introduced in 2006. Both packages feature a vertical logo treatment on the label, which reinforces the smooth and lighter beer while accentuating the premium look and feel.

National Marketing Campaign

The introduction of the Heineken Premium Light slim can will receive high- impact support throughout the summer. A new dedicated national TV spot will debut the week of June 18 along with an aggressive print, online and OOH campaign to pull through the "Irresistible" messaging.

To make a strong impact leading up to Fourth of July weekend, the brand is engaging in a series of strategic initiatives kicking off the week of June 18. This includes a full-page ad in USA Today; primetime TV advertising, viral roadblocks on key websites, insertions in target men's publications, high profile OOH, and regional newspaper ads.

Creating a Category -- And a Revolution

The introduction of Heineken Premium Light last year represented the Heineken brand's first major product addition in a celebrated 133-year history. With the new product introduction, Heineken USA pioneered a new category in the U.S. beer market, "Luxury Light," bookended by Heineken Premium Light and a repositioned Amstel Light. With Heineken Premium Light, domestic light beer drinkers have the option of "socializing without sacrifice" by enjoying a beer that carries the confidence, image and cachet of the larger discerning premium brand portfolio.

Light beer currently accounts for more than 50 percent of the total U.S. beer market volume; the import specialty and light beer segments have driven this growth in recent years. The substantial support behind Heineken Premium Light in its second year of national distribution is consistent with Heineken USA's strategy to expand and optimize its product portfolio and to capture an ever-growing share of the premium import segment of the US beer market.