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May 31, 2005
Does the U.S. Crave Luxury Light Beer?
Is it really so wise to exceed the desires of your customers? Isn't that the lesson of New Coke, among others?
Heineken USA Introduces Luxury Light Beer
WHITE PLAINS, N.Y., May 31 /PRNewswire/ -- Heineken USA confirms today that it will continue its pioneering leadership in the beer market with the introduction of its Luxury Light beer, Heineken Premium Light Lager, in the US. Heineken Premium Light Lager will be tested in four select US markets beginning in June 2005: Phoenix, Arizona; Dallas, Texas; Tampa, Florida; and Providence, Rhode Island.
I just love the image this conjures up, of hoardes of media folks jamming microphones into the face of Andy Glaser, Brand Director, and shouting, "Andy, over here. Andy, please. Can you confirm that Heineken will continue its pioneering leadership in the beer market?"
The introduction of Heineken Premium Light Lager is consistent with Heineken's strategy to expand and optimize its product portfolio and to capture an ever-growing share of the premium import specialty segment of the US beer market. The new luxury light beer will be supported in test markets with a comprehensive marketing program, including TV, print, radio, online, in-store and on-premise promotions.
"No light beer currently offers consumers the high quality drinkability coupled with the prestige and cachet of Heineken Premium Light Lager," said Andy Glaser, Brand Director, Heineken USA. "Heineken Premium Light Lager combines a lighter taste with subtle flavor cues of regular Heineken. With the introduction of Heineken Premium Light Lager, we are exceeding US consumers' desire for a higher quality, premium light beer."
But not exceeding my desire. I really, really need some high-quality drinkability after three hours of market research for a friend. Waiter?
Posted by Deborah Branscum at May 31, 2005 03:52 PM
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