Today, HEINEKEN Ireland introduces Heineken® Light to Irish consumers - the only market in Europe to have this new great tasting light beer. Available now in pubs and off licences, Heineken® Light brings together everything beer fans are looking for from a light beer by putting taste firmly centre stage.
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 great taste, has been specially crafted by HEINEKEN’s master brewers to deliver the trademark great 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, Heineken® Light has 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.
Sharon Walsh, HEINEKEN Ireland Marketing Director, said: “Heineken® Light is leading the way in Ireland. 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!”
Sharon continued: “Light can mean different things to different consumers – light on taste, light in calories or lighter in ABV. What makes Heineken® Light standout is that it’s a great tasting light beer that is both low in calories and slightly lower in alcohol.”
The launch 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, 355ml bottle and 500ml can.