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Heineken serving up new suds
'Heineken Premium Light' will compete with the company's own Amstel Light in the fierce U.S. market.
March 11, 2005: 2:25 PM EST

NEW YORK (CNN/Money) - Heineken said Friday that it will introduce a new light beer, with fewer calories and carbohydrates, to compete in the highly spirited 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," executive board member Marc Bolland said in a statement.

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

A spokesman for the company decline to specify how the new Heineken Premium Light would differ from Amstel Light.

"We think this is going to be for a different consumer, for a different occasion," the spokesman said.

According to Heineken, the light beer segment represented more than 47 percent of the total beer market in 2004, compared to 44 percent in 2000.

Heineken will test the new beer in selected U.S. markets in 2005.  Top of page

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