US: Heineken to focus on "luxury light"

US: Heineken to focus on “luxury light”

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.

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.

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