'Luxury Light' beer

Heineken makes pitch for both Amstel Light and new Premium Light

June 2, 2005 - Heineken hopes to stake out new beer territory by creating a category it calls Luxury Light.


A press release from the company states: "Luxury Light, will surpass the current standards in light beer and moves towards fulfilling an emerging and fast growing consumer need: high quality drinkability with premium cachet."

The company has launched a campaign to promote both its Amstel Light, the top-selling imported light beer, and the new Heineken Premium Light Lager. Premimum Light rolls out in four test markets in June, including Dallas and Tampa.

"We believe that consumers have been frustrated by the lack of premium choices within the light beer category," said Andy Glaser, brand Director of Heineken USA. "Simply put, consumers should not have to sacrifice the quality, taste and cache of a premium brand when selecting a light beer."

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