Heineken To Target New Luxury Light Beer.

As part of its ongoing commitment to provide consumers with the best premium portfolio of products, Heineken USA will redefine the light beer marketplace by focusing on developing a new subcategory, Luxury Light. This new definitive subcategory, Luxury Light, will surpass the current standards in light beer and moves towards fulfilling an emerging and fast growing consumer need: high quality drinkability with premium cachet.

“We believe that consumers have been frustrated by the lack of premium choices within the light beer category,” said Andy Glaser, Brand Director, Heineken USA. “Simply put, consumers should not have to sacrifice the quality, taste and cache of a premium brand when selecting a light beer.”

Heineken’s new light beer subcategory strategy will be bookended by its premium light beers, Amstel Light and the new Heineken Premium Light Lager. Through their premium taste attributes, packaging sophistication and prestige image, Heineken Premium Light Lager and Amstel Light will deliver on these changing consumer demands.

While Amstel Light will continue to deliver a fuller flavored light beer taste more traditional of an import, Heineken Premium Light Lager offers a highly drinkable lighter taste that maintains subtle cues of the Heineken signature flavor.

“Heineken USA is proud of our leadership position within the imported light beer marketplace, delivering premium taste and style to consumers around the country. With our Luxury Light focus, we are confident that Heineken Premium Light Lager and Amstel Light will redefine the standards of what consumers expect from a light beer,” said Frans van der Minne, President and CEO, Heineken USA.

“Amstel Light is the number one imported light beer in the US market,” said Willem van der Hoeven, Brand Director, Amstel Light. “The brand looks forward to strengthening its leadership position as a pioneering member of this Luxury Light subcategory.”

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 segment of the US beer market. Regular Heineken, Heineken Premium Light Lager and Amstel Light will each add their own distinctive appeal to the market.