Heineken Premium Light
ORG
Heineken Premium Light Heineken USA Heineken
Heineken Premium Light will be the second light beer sold in this country by Heineken, joining Amstel Light, introduced in the 1980s. The online campaign for Heineken Premium Light is the leading edge of a multimedia effort with a budget estimated at $50 million. Heineken Premium Light is meant to attract, is neck-and-neck with Corona Light as the best-selling imported light beer. Heineken is the No. 2 import overall, behind Corona Extra. Mr. Steinman said, that Heineken Premium Light may lure drinkers from Amstel Light rather than competitive brands. The most rapid growth in the beer market is in the high end, but light beer is very underrepresented in the high end, Mr. Steinman said. The online campaign for Heineken Premium Light is being created by Modem Media.