MS&L to Launch New Premium Light Beer for Heineken
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MS&L to Launch New Premium Light Beer for Heineken

Heineken USA, the nation’s largest beer importer, has selected Manning Selvage & Lee to develop and execute a public relations program in support of the national launch of Heineken Premium Light.

Paul Holmes

WHITE PLAINS, NY—Heineken USA, the nation’s largest beer importer, has selected Manning Selvage & Lee to develop and execute a public relations program in support of the national launch of Heineken Premium Light.

Heineken will rollout Heineken Premium Light nationally in the on-premise segment on March 1and in the off-premise segment on April 1, 2006.  The company test marketed the brand in Phoenix, Dallas, Providence, and Tampa, starting in the summer of 2005. The national roll out is part of the company’s strategy to expand its product portfolio and to capture greater share of the premium import segment of the US beer market.

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