HUSA to Focus on the Middle

Two weeks into it, Heineken USA reports that the Heineken Premium Light launch is meeting expectations, says UBS analyst Caroline Levy in a research note. Recall that HUSA is spending upwards of $50 million on marketing, including a significant Internet presence. They got 80 to 100k unique visitors per hour to their site on launch day. They're targeting to sell five million cases the first year. Heineken Light is currently only in the on-premise, with an off-premise launch on April