USA: Major marketing support for Heineken Premium Light introduction
Heineken N.V. announced on January 12 that Heineken Premium Light was successfully test marketed in the USA in 2005 in Providence, RI; Tampa, FL; Phoenix, AZ and Dallas, TX. The brand will be launched nationwide in the US beer market in the on-trade in March 2006 and in April 2006 in the off-trade channel.
The launch of Heineken Premium Light in the USA will be supported by a $50 million (€42 million) incremental marketing budget. Heineken estimates that it will sell around 5 million cases (app. 400,000 hectolitres) of Heineken Premium Light in the first year. For 2006, a negative impact on the EBIT of Heineken N.V. is forecast of approximately €25 million. Heineken Premium Light is expected to break even in the year 2007. The national launch of the brand will be supported by a comprehensive and integrated marketing campaign featuring television, print, radio, Internet and out-of-home advertising.
Heineken Premium Light will be positioned as a luxury light beer in the top of the light segment. This growing light segment is almost 50% of the American beer market and amounts to approximately 115 million hectolitres in 2005. Heineken Premium Light is brewed in the same high quality tradition as Heineken Lager Beer, but is lighter in taste and has fewer calories and carbohydrates.
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