USA: Dutch beer giant, Heineken N.V., announced on March 11 the introduction to the US market of a new light Heineken beer. This new beer, Heineken Premium Light Lager, is brewed in the same high quality tradition as the original Heineken, but is lighter in taste and has fewer calories and carbohydrates. Heineken will test this new beer in selected US markets in 2005.
The introduction of Heineken Premium Light is consistent with Heineken’s strategy to expandand optimise its product portfolio and to capture an ever-growing share of the premium import segment of the US beer market.
Marc Bolland, Member of the Executive Board of Heineken N.V. commented: "We are very pleased to present to the US consumers this new lighter tasting Heineken. With Heineken Premium Light, we meet the growing need among the US consumers for higher quality light beer brands that have a premium cachet. This new beer strengthens our growth agenda and will help maximise our participation in the US light beer category. ”
According to the Beer Institute in the USA, the total size of the American beer market in 2004 was in excess of 249 million hectolitres. The light beer segment represented more than 47% of the total beer market in 2004, compared to 44% in 2000.
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