Heineken's US subsidiary is looking to "redefine the light beer marketplace" by focusing on developing a new subcategory, Luxury Light, with the introduction of Heineken Premium Light Lager. The company says the new subcategory "will surpass the current standards in light beer" and satisfy consumer needs for high quality drinkability with premium cachet.

Key to this strategy is the introduction of Heineken Premium Light Lager, while Heineken's offer in this category also includes its Amstel Light brand. Heineken Premium Light Lager offers a highly drinkable lighter taste that maintains subtle cues of the Heineken signature flavour, the company said.

"We believe that consumers have been frustrated by the lack of premium choices within the light beer category," said Andy Glaser, brand director, Heineken USA. "Simply put, consumers should not have to sacrifice the quality, taste and cache of a premium brand when selecting a light beer."