US: Heineken to focus on "luxury light"
By just-drinks.com editorial team | 27 May 2005
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.
just-drinks articles are only available to registered users and members.
Join now for increased access
There are various access options to choose from. All provide instant access to the latest news, insight and expert analysis.
If you’re already a member, login here.
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.
- Unlimited access to all the latest global beverage news and insight
- Expert analysis that puts the news into context
- Exclusive interviews with leading industry figures
- Monthly management briefings with detailed analysis on hot topics
- Personalised RSS feeds and email newsletters
- 10-year archive of news, insight and intelligence
- Discounts on just-drinks market research
- Plus much more
If you’re already a member, login here
More articles related to this one
COMMENT: Heineken chilling rumours
Dutch brewer Heineken is rumored to have released a self-chilling beer can.
HOLLAND: ING raises Heineken targets
ING has raised its target for Heineken's share price after analysing the brewer's options to save costs.
HOLLAND: New Heineken CEO to steer same path
Heineken's CEO-in-waiting has no plan to radically alter the brewer's strategy, he said in an interview today.
