Heineken Ireland launches Heineken Light
Heineken Light, which is lighter in calories and 3% ABV, is now available in both the on-trade and off-trade throughout Ireland
Print28 April 2016
Heineken Ireland has introduced Heineken Light to Irish consumers – the only market in Europe to have this new light beer, available in off-licences and pubs.
Research into the taste of Heineken Light was conducted in Ireland by independent research company TNS with over 1,000 adults. It highlighted that 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.
Heineken Light, which has won global awards for its taste, has been specially crafted by Heineken’s master brewers to deliver the trademark crisp taste and flavour that fans experience from Heineken. Brewed using the same process as Heineken, with the addition of the cascade aroma hop, it delivers a floral and fruity aroma. With a slightly lower bitterness, the brand describes Heineken Light as delivering a well-balanced and smooth light finish.
The launch is driven by recent changes in consumer behaviour and lifestyle choices, and a trend towards healthier propositions and moderation in general. It will be supported by a large communications campaign and sampling activations will take place in pubs and off-licences throughout the country in the coming weeks. Heineken also invites fans to ‘share a taste’ with friends, which can be done via HeinekenLight.ie.
Heineken Light is lighter in calories and is 3% ABV. It is available on draught, 330ml bottle and 500ml can.
‘Have It All’ with Heineken Light is the new variant’s tagline. For more information, visit www.facebook.com/heineken |www.Twitter.com/Heineken_IE |www.heinekenlight.ie
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