Amstel Announces Amstel Xlight ‘Sessionable’ Light Beer

Heineken USA has announce the launch of Amstel Xlight.

With only 90 calories, two grams of carbs, 4.2% ABV and 4 IBUs, Amstel Xlight is a “sessnionable” light beer, the company says.

HyperFocal: 0

Beginning March 1, the new product will be available in 6-pack bottles, 12-pack cans and bottles, and a 24-oz. single serve can.

The initial markets to receive Amstel Xlight will be Arizona, Texas and Boston.

“For retailers and on-premise operators, it offers an imported alternative to their domestic light beer selection,” said Jessica Robinson, senior brand director, Amstel and Strongbow, in a press release. “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.”

The three-market launch of Amstel Xlight will be supported by 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, merchandising 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 OOH advertising in key markets will deliver the message, “90 Cals, 2 Carbs. Finally, an Extra Light Beer with Great Taste.”

In addition, trade media and PR, as well as bartender-engagement activations, will complement the consumer outreach and drive select channel distribution and account support.

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