Ireland: Heineken to launch Heineken Light beer in Ireland

The Dutch brewing giant Heineken has picked Ireland as the first European country for the roll-out of Heineken Light - the latest addition to its stable of beers, which includes Murphy's, Beamish, Orchard Thieves, Desperados, Tiger, Coors Light, and Fosters, Irish Independent reported on April 24.

With a lower alcohol content than its stronger namesake, Heineken Light is already on sale in the US and the company intends to roll it out to the rest of European marketing over the coming months, while the Irish roll-out to pubs and off-licences will take place over the coming weeks.

This is Heineken Ireland's second major product launch in the space of a year. In 2015, the company launched the Orchard Thieves brand in the Irish market, pitting it against established cider brands like Bulmers.

The draught version of Heineken Light will be brewed at Heineken's brewery in Cork, where it employs 450 staff, while the bottled version will be imported from Holland.

According to Sharon Walsh, marketing director of Heineken Ireland: "Heineken Light is another exciting innovation for us, coming on the back of our successful entry into the cider market with Orchard Thieves.

"We are proud for Ireland to be leading the charge in Europe and developing the campaign for the global roll-out. Heineken Light highlights the importance we place on innovation for our consumers, who are looking for more choice and variety in the beer category."

With 2015 revenues of €20.5 bln and profits of €2.04 bln, Heineken is one of the largest brewers in the world with a portfolio of more than 250 beers and ciders.

25 April, 2016