USA: Heineken USA confirms national roll out of Heineken Premium Light in 2006
Heineken USA confirmed today that it will roll out Heineken Premium Light nationally in March/April 2006. The announcement was made today at the company's National Distributor Conference by Jean Francois van Boxmeer, Chairman of the Executive Board of Heineken N.V., and by Andrew Thomas, President and CEO of Heineken USA. The announcement confirms comments made at Heineken N.V.'s half year results announcement.
Heineken Premium Light is a luxury light beer and is brewed in the same high quality tradition as the original Heineken, but is lighter in taste and has fewer calories and carbohydrates. Heineken Premium Light was successfully test marketed in select US markets in summer/fall 2005. Those four test markets were Providence, RI; Tampa, FL; Phoenix, AZ; and Dallas, TX.
As part of the 2006 national roll out, the brand will be supported by a comprehensive and integrated marketing campaign featuring television, print, radio, Internet and out-of-home advertising. The national roll out of Heineken Premium Light is consistent with Heineken's strategy to expand and optimize its product portfolio and to capture an ever-growing share of the premium import segment of the US beer market.
Heineken USA, Inc., the nation's largest beer importer, is a subsidiary of Heineken International (Netherlands), 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 USA importer for the Tecate, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA.
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