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While other import beers “take turns” launching light versions of their full strength brands, Beck's Premier Light considers itself “the pioneer of the Luxury Light category” with its German brewing tradition and status as the lowest calorie beer in the United States, according to Beck's executives.
As U.S. consumers become more conscious of their calorie intake, they have many choices when it comes to light beer. But Beck’s Premium Light is delivering nearly one-third less calories than most light beers -- 64 calories and 3.9 grams of carbohydrates per 12-ounce serving.
According to A.C. Nielsen year-to-date numbers ending May 15, 2005, the import category is up 6 percent in the food, drug and convenience channel, which is double the rate of growth of the full-calorie beer segments, according to Beck’s executives.
Since Beck's Premier Light hit the U.S. market in March of this year, it has been supported by an aggressive national TV and print campaign, as well as a strong local radio and outdoor effort in key markets across the U.S., according to company executives.
Beck's is boasting about its low-calorie characteristic in the face of another "luxury light" brand launched by Heineken earlier this month -- Heineken Premium Light Lager.
Beck's Premier Light -- brewed in Bremen, Germany and distributed in the United States by InBev -- is available in 12-ounce non-returnable longneck bottles in 6-, 12- and 24-packs.