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Heineken sees the light

The biggest brand launch in Heineken’s history is set to expand the company’s “Luxury Light” category

Product name: Heineken Premium Light Lager
Contact details: Véronique Schyns, Heineken, +31 (0) 20523 9355

Heineken Premium Light Lager is Heineken USA’s latest offering in its “Luxury Light” category. Together with its other premium beer, Amstel Light, it will give consumers a wider choice – providing a lighter taste compared to Amstel Light’s fuller flavour. Tested in 2005, it will initially be available only in North America, starting from March this year. WPP Group’s Berlin Cameron United will market this new low carbohydrate, low calorie product, which will apparently be the biggest brand launch in Heineken’s history.

db February 2006

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