Heineken sees the light

Brewing giant makes "Premium Light' for U.S. market

Mar 11, 2005 - Heineken will introduce a new light beer, with fewer calories and carbohydrates, into the U.S. beer market. With the introduction of "Heineken Premium Light," Heineken aims to capture a greater share of the premium import segment of the U.S. beer market.


"This new beer strengthens our growth agenda and will help maximize our participation in the U.S. light beer category," said executive board member Marc Bolland.

The new beer will compete with domestic brands like Bud Light, Michelob Ultra and Miller Lite, as well Amstel Light, the best-selling foreign light beer, which Heineken also owns.

The light beer segment represented more than 47% of the total beer market in 2004, compared to 44% in 2000.

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