E-Malt.com News article: Netherlands: Heineken sees EUR 25 mln negative effect on 2006 financial year

Heineken NV said that 2006 will see a EUR 25 million negative effect in full-year operational income due to a new marketing campaign in the US for its Premium Light beer, AFX News posted on January 12.

Heineken said that it will start an introductory marketing campaign costing 42 mln eur. The brewery expects its new brand to reach the breakeven-mark in 2007.

The campaign in the US is to take off nationwide in March and April of this year, Heineken said.


13 January, 2006