Heineken Premium Light In The USA.
February 22, 2005
Heineken USA announced the introduction to the US market of a new light Heineken beer. This new beer, Heineken Premium Light Lager, is brewed in the same high quality tradition as the original Heineken, but is lighter in taste and has fewer calories and carbohydrates. Heineken will test this new beer in selected US markets in 2005.
The introduction 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.
Marc Bolland, Member of the Executive Board of Heineken N.V. commented: “We are very pleased to present to the US consumers this new lighter tasting Heineken. With Heineken Premium Light, we meet the growing need among the US consumers for higher quality light beer brands that have a premium cachet. This new beer strengthens our growth agenda and will help maximize our participation in the US light beer category.”
