Light beer is defined as beer lower in calories, carbohydrates and alcohol content. In 2006 the US light beer market exceeded the regular market in volumes, accounting for 121 million hectolitres. This segment continued to grow in 2006 and offers new opportunities, as consumers seek to trade up, creating a luxury light segment.

Heineken Premium Light is positioned as the premium beer in the luxury light segment, offering unique brand image, excellent taste and attractive packaging.

After a test marketing campaign in 2005, the nationwide introduction of the 12-ounce bottle took place in March and April 2006. To date, penetration in the supermarket and liquor store channels is high, whilst there is still plenty of room for expansion in the on-trade and convenience stores. Further expansion will also be achieved by the planned introduction of cans and DraughtKeg and by increasing the volume per retail outlet.

Since American beer drinkers know Heineken as a full-flavoured European beer only, we placed great emphasis on sampling. In parallel, a new marketing campaign was executed, with broad use of on-site events and online communication, supported by new television commercials in English and Spanish.

Heineken estimated total volumes of 400,000 hectolitres for 2006, but results were ahead of our own forecast and actual sales settled at 680,000 hectolitres, 70 per cent ahead of plans.

Compared to Heineken Lager, the consumer and geographical profile of Heineken Premium Light shows a higher incidence of females and Hispanic beer drinkers. Geographically, it is more evenly spread across the states, with higher sales in the North East and in the Midwest.