Rival Heineken brands duke it out

08/30/2006 | Advertising Age (tiered subscription model)

The launch this summer of Heineken Premium Light was considered a success for the agencies and marketers involved. However, sibling brand Amstel Light may find itself left out in the cold with all the attention being paid to the new Heineken brew. Heineken plans a marketing push to re-establish Amstel's "luxury" status, and Amstel Light's brand manager suggested that the beer's market share dip was due more to competition from within the wine and spirits categories than from Heineken Light.

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