Businessweek: Dutch Brewer Heineken Sees the Light - by David Kiley

For the full report go to Businessweek or click on link

Dutch Brewer Heineken Sees the Light-by David Kiley

Half of U.S. beer drinkers are choosing low-cal hops, and the Dutch brewer has an upscale beer created especially for them. Purists who prefer full-bodied, full-calorie beer, and who like the bitter taste of Heineken, may sneer at the new Premium Light beer being rolled out by the Dutch brewer this month. But while overall beer sales decline, two segments are growing -- light beer and premium niche beer -- and beermakers cannot ignore them. "It's very hard to ignore half the market," says Heineken USA Chief Executive Andy Thomas. Heineken also distributes Amstel Light, priced at a premium compared to mass brands like Miller Lite and Bud Light.

Imported beers have less than 10% of the light-beer market, so that's where Heineken sees an opening. Amstel Light and Corona Light are the most popular among the imports, though Corona Light, to many palates, has even less body than Coors Light. Heineken, already the top imported beer brand with 2.5% of the overall U.S. beer market, figures its sizeable distribution will vault Premium Light to the top from the start.