Heineken Takes the Leap into Light
Fromwww.namedevelopment.com/blog
March 01, 2006
Product Naming: Heineken Takes the Leap into Light
Light beer lovers should prepare themselves for a new brand soon to hit the markets: Heineken Premium Light. This brand is aimed squarely at the late twenty-something crowd of guys who like high end beer. The Heineken Premium Light name may not sound inspired but according to the New York Times, there may be more here than meets the eye. First, Heineken has not simply offered up another ”light” beer (eg. Heineken Light), it has offered us a premium light beer, and there is indeed a difference.
Heineken has noted a gap in the light beers market at the premium end, a gap currently being filled by Heineken’s Amstel Light brand (aimed at women), while mainstream light beers from Bud and Corona battle it out at the lower end of the scale. Heineken Premium Light is meant to attract the Bud or Corona drinker who wants to “trade up” to something a little more sophisticated. Heineken will go against Michelob’s Ultra Amber with a slightly higher price position and an emphasis on “smooth”.
I wonder why Heineken has shied away from offering us a light beer in the past. Could it be a focus to avoid diluting the Heineken brand?
One marketer noted that both beer and soda companies have been traditionally shy to take the leap to light - Coke’s first diet drink was Tab, not Coke Light, and Bud’s was Natural Light, not Bud Light. But sooner or later, even a pure brand like Heineken has to get thirsty for larger market share.
If you're thirsty for more beer, check out A Good Beer Blog and Guest on Tap.
March 01, 2006
Product Naming: Heineken Takes the Leap into Light
Light beer lovers should prepare themselves for a new brand soon to hit the markets: Heineken Premium Light. This brand is aimed squarely at the late twenty-something crowd of guys who like high end beer. The Heineken Premium Light name may not sound inspired but according to the New York Times, there may be more here than meets the eye. First, Heineken has not simply offered up another ”light” beer (eg. Heineken Light), it has offered us a premium light beer, and there is indeed a difference.
Heineken has noted a gap in the light beers market at the premium end, a gap currently being filled by Heineken’s Amstel Light brand (aimed at women), while mainstream light beers from Bud and Corona battle it out at the lower end of the scale. Heineken Premium Light is meant to attract the Bud or Corona drinker who wants to “trade up” to something a little more sophisticated. Heineken will go against Michelob’s Ultra Amber with a slightly higher price position and an emphasis on “smooth”.
I wonder why Heineken has shied away from offering us a light beer in the past. Could it be a focus to avoid diluting the Heineken brand?
One marketer noted that both beer and soda companies have been traditionally shy to take the leap to light - Coke’s first diet drink was Tab, not Coke Light, and Bud’s was Natural Light, not Bud Light. But sooner or later, even a pure brand like Heineken has to get thirsty for larger market share.
If you're thirsty for more beer, check out A Good Beer Blog and Guest on Tap.
posted by PDXBeer at 4:09 PM
3 Comments:
Did you know Heineken is spending $50 million on this launch of Premium Light?
Well, I hope they get their money back! I, for one, can't wait to try it!
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