Heineken Premium Light introduced
Heineken today announced a new light Heineken beer for the US market. 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,” according to the company. Heineken said it will test this new beer in selected US markets in 2005. Representatives declined to provide nutritional information and photos of the product.
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 maximize our participation in the US light beer category.”