One sexy brew.
While not a beer drinker--dirty martinis are this girl's poison--I'm appreciating the route Heineken is pursuing in positioning and promoting their premium light lager, Heineken Premium Light. It's the newcomer on the $30 billion-dollar domestic light-beer block.
First, the packaging: see the sleek bottle on the left with the small neck? Look at how it preserves the Heineken brand while setting itself apart from the packaging of their heavyweight brew.
Next, the ads: They've opted to make the beer even sexier by leaving women out of their TV ads (which beer and liquor ads are famous for) and produced this great :30 spot that started airing last summer featuring the bottle against the song "Don Cha" by the Pussycat Dolls (RSS readers: ad is here).
The results (from this BusinessWeek article) are impressive....
- Higher price: At some bars Heineken Premium Light commands a 13% higher price-per-bottle than Bud Light.
- Heightened projections: Sales estimates are up 50% for 2006 from the company's original projections.
- Sky high forecasts: Analysts forecast Heineken will easily double sales of its light brew to more than 1 million barrels by year-end 2007, taking share from domestic and imported brews.
The sleek, slimmer and far more modern bottle design is "like a pretty girl you coveted," according to Harry Schumacher of Beer Business Daily. Yep, that's one sexy brew.