HEINEKEN USA has introduced Amstel Xlight, now available in Arizona, Texas and Boston. With only 90 calories, two grams of carbs, 4.2% ABV, and four 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. For domestic light beer drinkers looking for a crisp, low calorie and low carb beer, Amstel Xlight offers an upgrade by delivering a premium imported beer taste for an active, balanced lifestyle. The new product will be available in six-pack bottles, 12-pack cans and bottles, and a 24-ounce, single-serve can. 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. Beginning in March, consumer sampling, participation in active lifestyle events, and alignment with key influencers, will give consumers their first taste of Amstel Xlight. At retail, impactful merchandising will provide in-store visibility with display, shelf, and cooler materials to promote planned, impulse and repeat purchase.
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