Heineken expands light category.

Heineken USA announced the 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 has proven to meet the taste preference of Hispanic light beer drinkers,” 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 or while having a ‘carne asada’ in their own back yard. The new Heineken Premium Light 12-ounce slim can allows them to enjoy a premium light beer, no matter what the setting.”

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.

The introduction of the Heineken Premium Light slim can will be supported through a national Hispanic advertising campaign that will launch on June 18th . The Hispanic TV commercial features the summer hit track “The Way She Moves” written and performed by Zion and Akon. “The energetic and upbeat tempo, and lyrics that seduce consumers to the Heineken Premium Light slim can was the perfect track to compliment the premium and aspirational imagery of the spot.”, added Glaser. The national TV spot, developed by Heineken’s Hispanic advertising agency of record The Vidal Partnership, is a relevant interpretation of the general market ad created by Berlin Cameron United.

Additionally, the brand will be featured in both print and out-of-home campaigns, as well as online activities. Hispanic consumers can also learn more about news and information related to Heineken Premium Light via the Spanish language website, www.heinekenlight.com/espanol which launched earlier this year. The website was designed to extend the special relationship and interaction between the brand and its Hispanic consumers.

The introduction of Heineken Premium Light last year represented the brand’s first major addition in a celebrated 133-year history. With the new product introduction, a new category was created in the U.S. beer market – “Luxury 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. Heineken Premium Light represents the company’s efforts to meet and stay ahead of consumer trends and desires.