Heineken Creates New ‘Luxury Light’ Category.

Heineken USA introduction of Heineken Premium Light signifies the brand’s first major addition in a celebrated 133-year history. The creation of this new “Luxury Light” segment marks a groundbreaking moment for the U.S. light beer landscape. With Heineken Premium Light, domestic light beer drinkers can enjoy an irresistible smooth light beer from a discerning premium brand.

“We’re offering domestic light beers drinkers the option to ‘trade up’ to an easy-to-drink product that carries the image and cache of Heineken’s premium brand status,” said Andy Thomas, CEO of Heineken USA. “We want consumers to question their relationship with their current domestic light beer. We’re confident they will embrace Heineken Premium Light’s surprisingly smooth taste.”

“As a company and a brand, we appreciate and value the loyalty of our Hispanic consumers,” said Marimé Riancho, Senior Brand Manager of Multicultural Marketing, Heineken USA. “We strongly believe Heineken Premium Light will meet the taste preferences of Hispanic light beer drinkers with its refreshing and surprisingly smooth taste. This drinkability together with the premiumness of the brand gives Hispanic, as well as other domestic light beer drinkers, the opportunity to trade-up to ‘affordable luxury’.”

A line extension as significant as a variant of the company flagship needed to be thoroughly tested in the market. Heineken Premium Light was tested in Phoenix, Ariz.; Dallas, Texas; Providence, R.I.; and Tampa, Fla. during the summer and fall of 2005. Brand performance over this period was exceptional with all success criteria achieved. Heineken Premium Light quickly became the #2 imported light beer brand across these four markets and continues to gain momentum.