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WHITE PLAINS, N.Y. -- Heineken USA will introduce Heineken Premium Light nationally in March/April 2006.
Heineken Premium Light is a luxury light beer brewed in the same high-quality tradition as the original Heineken, but is lighter in taste and has fewer calories and carbohydrates.
Heineken Premium Light was successfully test marketed in select U.S. markets in summer and fall of 2005. The four test markets were Providence, R.I.; Tampa, Fla.; Phoenix, Ariz.; and Dallas.
As part of the 2006 national rollout, the brand will be supported by a comprehensive and integrated marketing campaign featuring television, print, radio, Internet and out-of-home advertising.
The national rollout of Heineken Premium Light is consistent with Heineken's strategy to expand and optimize its product portfolio and to capture an ever-growing share of the premium import segment of the U.S. beer market.