© Jasper Juinen/Heineken
Dutch brewer Heineken will roll out Heineken Light in Ireland, the first time that the brand of low-alcohol beer has been made available to a European market.
Launching through on-trade and retail partners across Ireland, Heinken Light will be available both on draught, brewed at Heineken’s factory in Cork, and as a bottled format imported from the Netherlands.
Heineken Light is already on sale in the US but has not been released for general sale anywhere in Europe until now. Its introduction in Ireland – where it will join other Heineken brands such as Desperados, Tiger, Coors Light and Fosters – represents the first step towards making it available across the continent.
The brand will also be in the company of Orchard Thieves – Heineken Ireland’s first foray into the country’s cider market, which it announced a year ago.
Heineken Ireland marketing director Sharon Walsh said: “Heineken Light is another exciting innovation for us, coming on the back of our successful entry into the cider market with Orchard Thieves.
“We are proud for Ireland to be leading the charge in Europe and developing the campaign for the global roll-out. Heineken Light highlights the importance we place on innovation for our consumers, who are looking for more choice and variety in the beer category.”
The brewing giant has partnered with Dublin-based agency Rothco to “develop a global advertising campaign” for Heineken Light, according to the Irish Independent.
It will revolve around a new television advert, currently being filmed in New York and expected to air in Ireland throughout the summer.
The campaign will also incorporate outdoor advertising, digital, social media and PR activity, as well as an extensive sampling campaign in on- and off-trade locations across the country.
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