One year on
The concept of the new Luxury Light segment announced in 2006 marked a
groundbreaking moment for the U.S. light beer landscape. Heineken USA
changed the industry by maintaining its focus on delivering high-quality,
premium products in an innovative manner.
"The Luxury Light category, book-ended by Heineken Premium Light and
Amstel Light, meets the unmet needs of consumers with respect to their
alcohol beverage options - the growing consumer desire to trade up to an
affordable luxury in virtually every category," says Glaser.
This new category provides both Heineken Premium Light and Amstel
Light the opportunity to grow market share by delivering against
consumers' desire to enjoy a beer while socialising, without sacrificing taste
or quality.
Amstel Light is the seventh largest import in the U.S. beer market
and the number-one imported light beer on the market. "That's a nice
chunk of business for us." says van der Hoeven.
In both test marketing and its initial roll-out, Heineken Premium Light
delivered repeat levels significantly higher than anticipated. "People were
drinking, liking it, and ordering it again," says Glaser.
Both brands are poised for continued success; each has a well-defined
target that is willing to pay significantly more for a beer than the average
consumer. Their purchasing decision is supported and reinforced by
sophisticated marketing that talks to them, rather than patronises them.
Glaser and van der Hoeven are very excited about the potential in the
U.S. light beer landscape. "We're just going to do more of what we've been
doing," says Glaser of the continuing Heineken Premium Light campaign.
"And that means further enhancing our distribution to build awareness and
drive trial."
"We believe the two beers complement each other," says van der
Hoeven. "Heineken Premium Light appeals to the American pallet, while
Amstel Light appeals to those with a more European taste. There are
growth opportunities for both."
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