Think globally, drink locally!    
           
 
Brèves 
Brèves 
Brèves 
Brèves 
 

  Accueil -> Actualité -> Brève précédente suivante   imprimer envoyer détacher  
   
Heineken to introduce light beer in U.S.

Heineken NV said Friday it will introduce a low-calorie, low-carbohydrate beer branded with the Heineken name in the United States, hoping to gain more of a growing segment within a stable market.

The new beer, "Heineken Premium Light," will compete with domestic brands like Anheuser-Busch Cos.’s Michelob Ultra and SABMiller PLC’s Miller Lite, as well as foreign brands like InBev SA’s Beck’s Light ? and Heineken’s own Amstel Light, the best-selling foreign light beer.

According to Heineken, light beers made up 47 percent of the U.S. beer market in 2004, up from 44 percent in 2000.

Heineken executives said the new beer would help the company "capture an ever-growing share of the premium import segment of the U.S. beer market."

There is a "growing need among the U.S. consumers for higher-quality light beer brands that have a premium cachet," said board member Marc Bolland.

Sales of Heineken and Amstel Light rose by 5 percent and 2 percent respectively in 2004, after several lackluster years, "thanks to the introduction of new packaging and successful sponsorships," the company said.

Heineken recently hired American actors Brad Pitt and John Travolta for a new ad campaign.

nbc - 11 March 2005
 
Dix brasseries belges récompensées à la Coupe du monde de la bière
Débrayage à la brasserie In’Bev d’Armentières
Grupo Modelo to appeal commission ruling
La Santé publique enquête sur les cas de Salmonelle à Fredericton
OPA sur le brasseur allemand Holsten
Baltika Purchases Brewery in Azerbaijan
Heineken announces a brewery closure and sell off in France
China’s Chongqing Brewery sees 2006 net profit up over 50 pct
Brewing Co. Union Requests Bankruptcy Judge
United Nordic Beverages, Alita to invest in BIP Brewery
Panel to consider banning beer on Illinois River
Bartender Preps for the Stella Artois Draught Master Competition
Hidden Brewery launches winter special beer
Representing the Business at All Times
Beer Blockade Begins
Beer industry contributes to local economy
Brewery Goes Green
Milton to Privatize Wastewater Plant
Beer train derails, train full of pretzels keeps on rolling
Film d’horreur
Philips et InBev : victoire judiciaire
Heineken relève ses prévisions de bénéfice pour 2006
Liverpool extend shirt deal
Heineken : nouvelle acquisition en Russie, PdM portée à 10%
Un brasseur égyptien veut s’installer en Gruyère
Bond bows to beer
Heineken invests 1.2 bln euros in Russia in 2002-2006
Heineken s’offre le n°1 autrichien de la bière
Face à la sobre Europe, les brasseurs Heineken et Carlsberg misent sur la Chine et la Russie
Heineken extend cup sponsorship
Jupiler relance la bière légère
Rolling Rock’s New Low Carbohydrate Beer Rock Green Light
Heineken : sa bière "light" consommée... sans modération ?
Sam Adams Light Voted the World’s Best Light Beer
Boozers set to go low on beer buys
CUB appoints RI&P to new beer
 
 
      sommaire | haut de page | à propos | résumé