Heineken USA prepares for Heineken Premium Light launch

26/12/05 Heineken USA, the nation's largest beer importer, has selected Berlin Cameron United to develop advertising creative materials in support of the national launch of Heineken Premium Light. Based in New York City, Berlin Cameron United is part of WPP's Voluntarily United Group of Creative Agencies. This assignment is effective immediately.

Heineken USA announced in October 2005 that it will rollout Heineken Premium Light nationally in the on-premise segment on March 1, 2006 and in the off-premise segment on April 1, 2006. The company tested the brand in Phoenix, AZ; Dallas, TX; Providence, RI; and Tampa, FL starting in the summer of 2005.

The national roll out of Heineken Premium Light is consistent with Heineken'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.

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.

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