Combating a stagnant market
The good news: Heineken Premium Light, which was introduced into the U.S. in March supported by 50 million USD (42 million EUR) incremental marketing budget, is likely to exceed its initial target of 400,000 hl of beer. The bad news: Heineken Premium Light, which controls just 0.5 percent of the U.S. lite market, could be cannibalizing Heineken’s Amstel Light, whose volume has slipped 6 percent this year according to industry sources.
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