HEINEKEN PREMIUM LIGHT IN CANS -
A PACKAGING REVOLUTION
THE LIGHTER SIDE OF SPANISH BEER
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THE WORLD OF HEINEKEN
The Fourth of July - known around the world as
Independence Day - is a revolutionary date for the
United States, marking the country's declaration of
freedom from British rule in 1776.
This summer, another revolution is set to take place in
the US with the national release of the Heineken
Premium Light "slimline" aluminium can. This stylish
new can is the perfect partner to the luxury light beer's
already iconic green bottle - both exclusively available
for Heineken Premium Light.
"The Fourth of July has become a truly American
institution, celebrated with parades, family barbecues,
fireworks and of course, beer," says Andy Glaser, Brand
Director at Heineken USA. "It marks our second-busiest
sales week of the year, making the Fourth of July the
perfect time to launch the new 'slimline' can across the
country."
Released in April 2006, Heineken Premium Light was
the first major extension to the Heineken brand since
the company was established over 140 years ago.
In April this year, Heineken Espana launched Cruzcampo Light, one
of the most important brand releases in the company's history.
With 30 per cent fewer calories and half the alcohol of regular
Cruzcampo, this new brand variant is a golden pilsener beer, which
retains the body, personality and taste of one of the country's leading
mainstream national brands, Cruzcampo.
Worldwide, there is a growing demand for light beers and brews with
fewer calories and less alcohol. In the USA alone, the light beer category
makes up almost half of the total domestic beer market. By creating an
entirely new category on the Spanish beer market, Heineken Espana is
reinforcing its leadership in innovation. The company has revolutionised
the Spanish beer market with developments such as Buckler in the non-
alcohol segment and Shandy in the flavoured-beer category.
"We are convinced Cruzcampo Light will be a success," says Miguel de
Jaime, Marketing Manager at Heineken Espana. "It covers a need that is
currently not being met on the market, and we are using
significant resources to launch it."
