Light beer had become the dominant category by volume in the US, but something wasn’t right. The domestic brands were unexciting, boorish and interchangeable. It was like a relationship that had become stale. It was the perfect time to introduce an outsider with an altogether more enticing persona. Heineken Premium Light took its cues not from other beers but from the growing world of male luxury, with tasteful design, flavor that was considerably more robust than the bland domestics and an attitude that was straight out of a Calvin Klein editorial. HPL took the market by storm, exceeding sales goals by more than 200%, and instead of the feared outcome of cannibalizing regular Heineken, it actually created an exciting halo effect that saw volume numbers for Heineken rise by an additional 3,000,000 cases.


Case Study Video