As investors try to assess the fallout on global brewing leader Anheuser-Busch InBev from a backlash against Bud Light, rival Heineken is spending $100 million to promote a new light beer to Americans.
The Dutch brewer sees Heineken Silver driving fresh momentum into its U.S. business, where sales of standard Heineken have broadly stagnated in the past decade. It aims to profit from major changes in the vast U.S. market for light beer - which has reduced alcohol, calories and carbohydrates - although it faces tight competition.
She said the brewer plans to win over Americans with more than two million free samples this year, some during its partnership with the U.S. Open tennis in late summer and as title sponsor of November's Las Vegas Formula One Grand Prix. Timoney said the target audience would be younger, with more women and perhaps not yet Heineken or even beer drinkers.
It is the model Heineken wishes Silver to follow, rather than that of Heineken Premium Light, which it introduced in 2006 but now sells in low volumes in the United States as its retained bitterness has not suited most American palates. Lindsay Webb, a 29-year-old design researcher from Washington, D.C. and a habitual Miller Lite drinker, said the price might prove a prohibitive factor.
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