What’s next for Heineken?
We are getting ready to launch the first line extension to Heineken since its founding in 1863, Heineken Premium Light Lager, in March 2006. Heineken Premium Light is an incredibly smooth light beer with all the quality and cachet you would expect from Heineken. Organizationally, it’s a fantastic opportunity—the first Heineken line extension ever, anywhere in the world, and we at Heineken USA have the honor to do it. The entire organization is working like crazy and is incredibly energized. Where does beer fit into the American palate? I think beer is an integral part of the American experience. Beer is synonymous with socializing. When you see someone having a great time and consuming responsibly, that is what we are all about. Not surprisingly, the role beer plays in society is something that varies culture to culture. So, while beer here in the United States is fundamentally a social experience, we can help expand the category by adding some romance to that experience. By reinforcin
