Heineken Light enters test markets

Modern Brewery Age,  May 30, 2005  

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Heineken USA has announced that Heineken Premium Light Lager will be introduced in four test markets in mid-June, including Tampa, FL; Phoenix, AZ; Dallas, TX and Providence, RI. The low-calorie, low-carb beer is targeted at domestic brands like Michelob Ultra and Miller Lite, as well as imports like Beck's Light.

Heineken Light contains 6.8 grams of carbohydrates and 99 calories. Heineken USA notes that light beers made up up 47 percent of the U.S. beer market in 2004, up from 44 percent in 2000.

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