RL Public Relations helps launch Heineken Premium Light.

Heineken USA partnered with RL Public Relations & Marketing to develop and execute a public relations program in support of the national launch of Heineken Premium Light. With offices in New York City and Los Angeles, RL Public Relations & Marketing is a full-service, Hispanic agency dedicated to developing and executing public relations and marketing communications programs that target Latinos in the U.S. and beyond.

Following a successful on-premise launch on March 1, Heineken USA announced the arrival of Heineken Premium Light into grocery, liquor and convenience stores across the country starting Saturday, April 1. The national roll out 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. Heineken Premium Light offers domestic light beer drinkers the opportunity to “trade up” to the refreshingly smooth taste of a Luxury Light brew.

In its role as the PR agency for Hispanic market outreach for Heineken Premium Light, RL Public Relations executed private, VIP launch events in major cities across the U.S. Puerto Rican, reggaeton duo Zion y Lennox performed at the New York event at El Museo del Barrio.

Additionally, the agency has been conducting an aggressive media relations campaign to support the historic brand launch. As a result, Heineken Premium Light has been written about in dozens of Hispanic-focused outlets including Hoy, Tempo, Que Onda, and El Nuevo Herald, and has been featured in segments on national Spanish-language television programs including Al Rojo Vivo and Cotorreando.