Heineken USA has launched an extensive marketing campaign for flagship brand Amstel Light.

The campaign, announced yesterday (27 June), includes new advertising, a packaging redesign and "interactive and grassroots event marketing", according to the US arm of the Dutch brewing giant.

Heineken USA, the country's largest beer importer, hopes the move will boost its efforts to grab a greater share of the growing "luxury light" segment in the US.

The campaign, entitled 'Amstel Light. Live Tastefully', is designed to "connect with Amstel Light's urban sophisticate consumer at many common points of interest", Heineken USA said. The company plans to expand a number of partnerships, including those with celebrity chef Dave Lieberman and Aspen Food & Wine Festival, to boost awareness of the brand.

TV, radio and print advertising have already been rolled out in the US, featuring Amstel Light's new design, which according to Heineken USA, "clearly conveys its updated brand image to better connect the core consumer".

Heineken USA officials had failed to return requests for comment as just-drinks went to press.