Heineken USA to introduce Luxury Light beer in the US
Heineken Premium Light Lager will be tested in four select US markets beginning this month.
02/06/05 Heineken USA has confirmed 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.
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.
