WHITE PLAINS, N.Y. -- Heineken USA has brought a brand new Amstel Light to the United States this month with the launch of Amstel Xlight in major markets in Arizona, Texas and Massachusetts, including Boston.
With 90 calories, 2 grams of carbs, 4.2% alcohol by volume and 4 IBUs, Amstel Xlight "sets the new standard for a sessionable, premium-quality light beer with a full beer flavor you wouldn’t expect from a light beer," the company said.
The new drink targets domestic light-beer drinkers "looking for a crisp, low-calorie and low-carb beer." The new product, launched March 1, is available in six-pack bottles, 12-pack cans and bottles, and a 24-ounce single-serve can.
"For retailers and on-premise operators, [Amstel Xlight] offers an imported alternative to their domestic light-beer selection," said Jessica Robinson, senior brand director for Amstel and Strongbow. "For consumers, it offers a sessionable, low-calorie and low-carb beer with great refreshing taste. Amstel Xlight won’t weigh down the beer drinker so there’s no compromising an active lifestyle.”
Parent company Heineken USA, White Plains, N.Y., said the three-market launch of Amstel Xlight will be supported with a fully integrated marketing program to drive consumer awareness and trial and generate store traffic.
At retail, merchandising materials will provide in-store visibility with display, shelf and cooler materials to promote planned, impulse and repeat purchase. To build consumer awareness, beginning in April, strategically placed out-of-home advertising in key markets will deliver the beer's core message: “90 calories, 2 carbs. Finally, an extra-light beer with great taste.”