Netherlands: Heineken sees EUR 25 mln negative effect on 2006 financial year

Heineken NV said that 2006 will see a EUR 25 million negative effect in full-year operational income due to a new marketing campaign in the US for its Premium Light beer, AFX News posted on January 12.

Heineken said that it will start an introductory marketing campaign costing 42 mln eur. The brewery expects its new brand to reach the breakeven-mark in 2007.

The campaign in the US is to take off nationwide in March and April of this year, Heineken said.

E-malt.com, the global information source for the brewing and malting industry professionals. The bi-weekly E-malt.com Newsletters feature latest industry news, statistics in graphs and tables, world barley and malt prices, and other relevant information. Click here to get full access to E-malt.com. If you are a Castle Malting client, you can get free access to E-malt.com website and publications. Contact us for more information at marketing@castlemalting.com .