...they associate themselves with
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presenting
Amstel Light
as a light beer
with a real beer
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second and third generation are trading up to Heineken from their
local brands." That 'educating' of the consumer is done by promotion
teams who help to familiarise consumers with the product in both on
premise and off premise outlets, also via special offers. The figures
prove how effective this approach has been, says Costa. "Last year
we ran a special offer of 12-pack bottles in a supermarket chain
of eighteen stores. This year we repeated the promotional offer:
the same pack format, the same price. And sales doubled."
As Marimé Riancho explains, three key insights are important in
marketing Heineken Beer to Hispanics of Mexican and Caribbean
origin. "They see their stay in the US as a possibility to earn
money and to be successful. They also have a constant need to
feel recognised and, to gain that recognition, they associate
themselves with strong quality brands."
The success of Heineken USA in 2002 was due in part to the
success of Amstel Light. Imported Amstel Light beer profited to
the full from the continuously growing light segment and grew
by 17%, reaching a sales volume of almost ten million cases.
But, according to Willem Jan van der Hoeven, Brand Director
Amstel Light, this successful performance was based on various
contributory factors. Until recently Amstel Light was one of the
few imported light beers. "In the past we always emphasised the
imported and the low calorie character of the product. Now we
are focusing much more on the taste of the beer. American beers
have a mild taste by nature and that applies in particular to the
light beers. We are presenting Amstel Light as a light beer with a
real beer taste."
At the moment Amstel Light's continually growth seems to be
attributable to the growth in the 'general market'. None the less,
a cautious look is already being taken at the ethnic marketing
approach which has generated so much success for Heineken in
the past few years. Over the short term no marketing activities will
be initiated to promote Amstel Light amongst specific population
groups, but a few years from now tailor-made marketing will
undoubtedly be used to promote the brand. Peter Dadzis,
Senior Vice President Sales of Heineken USA for the past five
