Heineken USA Turns Up the Marketing Heat on HPL

Heineken reported a strong quarter and year for 2006, as expected. One noticeable aspect of the earnings release was the level of marketing spending HUSA will be putting behind Heineken Premium Light in 2007, year two since its rollout. That number is $70 million (recall that A-B spent $50 mil behind Mich Ultra in its first year). HUSA shipped 8 million case equivs of HPL in 2006, and they see that number going to almost 12 mil case equivs in