Heineken Light’s exclusive Irish launch
Research into the taste of Heineken Light with over 1,000 adults was conducted here by independent research company TNS. It indicated that at 3% ABV Heineken Light is perfect for occasions when drinkers want to be “out with friends and in the moment.
“Owing to their busy lifestyles, they want to opt for a beer with lower calories and lower alcohol content but do not want to compromise on taste,” stated the company which hopes to emulate last year’s highly successful launch of Orchard Thieves cider onto the Irish market.
Heineken Light – which won the World Beer Championship’s ‘Best Tasting Low Calorie Lager’ in 2013 and 2014 as well as a Gold Award in 2015 for ‘German Type Licht Bier’ at the European Beer competition ‘European Beer Star’ – has been specially crafted by Heineken’s Master Brewers using the same process as Heineken with the addition of the cascade aroma hop. This delivers a floral and fruity aroma. With a slightly lower bitterness, Heineken Light has a well-balanced and smooth light finish.
The launch has been driven by recent changes in consumer behaviour and lifestyle choices and a trend towards healthier propositions and moderation in general according to the company
“Heineken Light is leading the way in Ireland,” commented Sharon Walsh, Heineken Ireland’s Marketing Director, “We know that beer drinkers are looking for choice and variety within the beer category – they want brands that match their lifestyles. Now they can ‘Have It All’ with Heineken Light – everything you want from a light beer, but with a great taste!
“Light can mean different things to different consumers” she continued, “light on taste, light in calories or lighter in ABV. What makes Heineken Light stand out is that it’s a great-tasting light beer that’s both low in calories and slightly lower in alcohol.”
Heineken Light is lighter in calories and is 3% ABV where Coors Light and Bud Light are standard strength ABV. The only other lower ABV beer on draught at present is Guinness Mid-Strength.
Heineken Light is available on draught, 330ml bottle and 500ml can with a RRP similar to that of Heineken Lager.
The draught bersion is being brewed at Heineken Ireland’s Lady’s Well Brewery in Cork while the bottled and canned versions are being imported from Holland.
To be rolled out across the rest of Europe in the coming months, global advertising for Heineken Light is to be handled by Irish advertising agency Rothco which is currently filming an ad for the product in New York to be viewed on TV over the Summer.
The Irish launch is being supported by a large communications campaign involving outdoor advertising, trade press, digital and social media as well as sampling which will take place in pubs, off-licences and multiples throughout the country in the coming weeks.
“As well as the obvious attraction for consumers, Heineken Light draught and bottle will benefit the on-trade significantly by suiting additional lower energy occasions to attract different consumers into pubs at varying times,” stated Conor Dillon, National Sales Manager at Heineken Ireland, “These include ‘after work’ drinks as well as ‘after sports’ drinks and ‘early Friday night’ out.”
Heineken also invites fans to ‘share a taste’ with friends, which can be done via HeinekenLight.ie.
