When was heineken light introduced

And then there was a rumour: prohibition might end soon. He is a marketing genius before the 'age of marketing' exists.

Innovation has played a major role in our year heritage, and the original WOBO is a wonderful example of this imaginative thinking.

Its ground-breaking design allows it to be re-used as a brick for building houses. But innovation is never easy, and technical hurdles after the first trial production in , prevented the concept from being implemented. We pride ourselves in the fact that although we have grown, we are still that small brewery striving for excellence and catering to our consumers in a personal fashion. So we are always looking for new and innovative ways to engage with our audience. That is why we are also involved in several sponsorships.

This enables us to be present where our customers are and to be part of there lifestyles. Our story Our products Enjoy responsibly Sponsorships Campaigns. Asia Pacific. Middle East. With Heineken Premium Light, domestic light beer drinkers now have the option of "socializing without sacrifice" with a beer that imbues the confidence of a discerning premium brand choice without sacrificing taste or image.

Within the U. Based on more than two years of extensive brand development and consumer research, Heineken has identified a largely unmet consumer need state for a product that offers a unique combination of high quality drinkability with premium cachet.

Heineken USA plans to develop and dominate this emerging territory we have called Luxury Light, with a bookend strategy to introduce Heineken Premium Light and support a re-positioned Amstel Light. A line extension as significant as a variant of the company flagship needed to be thoroughly tested in the market.

Heineken Premium Light was tested in Phoenix, Ariz. Brand performance over this period was exceptional with all success criteria achieved. Heineken Premium Light quickly became the 2 imported light beer brand across these four markets and continues to gain momentum.

In addition to the stand-alone success of Heineken Premium Light in the test markets, there was also a positive impact on the sales trends of both Heineken Lager Beer and Amstel Light. More than 20 unique liquids were developed and tested before the final recipe was chosen for the new premium product. Read more: Heineken profits from developing market surge.

Both had successful launches built around sleek designs and stronger flavor. They also have higher alcohol content, a move Heineken will not be making. Heineken Light will continue to have 3. Read more: New Budweiser brew follows familiar playbook. Follow him on Twitter TomRotunno. With sales sagging, Heineken Light gets crafty. Tom Rotunno TomRotunno. Source: Heineken. Heineken exec Heineken Light case sales by dollar sales are down 9.

The brand ranks No.