E-Malt.com News article: USA: Heineken Premium Light announces off-premise availability

Following a successful on premise launch on March 1, Heineken USA announced on March 31 the smooth arrival of Heineken Premium Light into grocery, liquor and convenience stores across the country starting Saturday, April 1. Sales of the new brew to distributors and retailers have been strong, evidence of trade enthusiasm for the Luxury Light category Heineken USA is pioneering. The company fully expects to meet its goal to sell at least five million cases of Heineken Premium Light in its first year.

The creation of the new Luxury Light segment marks a groundbreaking moment for the U.S. light beer landscape and Heineken USA continues to dominate the category with a bookend strategy supporting the new Heineken Premium Light and a re-positioned Amstel Light. With Heineken Premium Light, domestic light beer drinkers have the option of "socializing without sacrifice" with a beer that imbues the confidence of a discerning premium brand choice without sacrificing taste or image, while Amstel Light pleases the palate of the fuller-bodied import beer aficionado.

National Marketing Campaign

Heineken Premium Light debuted in a big way with 15 star-studded events in cities across the U.S. during the month of March. Kicked-off by a one-of-a- kind demonstration by Master Mystifier Criss Angel in Times Square on February 27, each event introduced the new brew to consumers in a unique, unexpected way with the help of today's hottest celebrities and influencers.

The launch of Heineken Premium Light has been supported by a national $50 million full-scale marketing campaign, and is headlined by a seductively simple advertising campaign. Elegantly simple layouts of a Heineken Premium Light bottle featuring compelling taglines such as "Succumb to Smooth," entice consumers to re-examine their "relationship" with their current domestic light beer.

Out-of-home advertising to support the wider distribution of Heineken Premium Light with the off-premise launch begins April 1, and national television advertising kicks off on April 17.

The Company also launched a consumer website at www.HeinekenLight.com to the support the brand where visitors can learn more about the brewing process, the advertising campaign, the national kick-off events and Criss Angel demonstration, and download images of the unique bottle design.

Availability

Heineken Premium Light, available at bars and restaurants since March 1, is now available for the first time nationwide at grocery, liquor and convenience locations in both six- and 12-pack bottles with the same recommended retail price of Heineken Lager and Amstel Light.

About Heineken USA

Heineken USA Inc., the nation's largest beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Amstel Light, the largest-selling imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit www.EnjoyHeinekenResponsibly.com.


04 April, 2006