Heineken Light, a brand of Heineken USA, New York, N.Y., announced that this summer, the brand’s Best Tasting Light 360 degree program will inspire LDA+ shoppers to set a new standard for their summer gatherings by choosing Heineken Light as their go-to light beer, the company says. National TV, digital and web activations, social support and retail and on-premise activation will help shift the light beer conversation back where it belongs – taste – to drive trial and incremental sales of superior tasting, higher margin Heineken Light, it says.

“Today’s consumers appreciate quality and great taste and know that ingredients matter,” said Nipa Parekh, senior brand director, Heineken USA, in a statement. “According to research, 40 percent of consumers age 21-27, desire light beer with a more full-flavored taste. When it comes to quality and great-tasting light beer, Heineken Light has no rival. As one of the only light beers to be brewed with Cascade hops, a key ingredient used by the finest IPA brewers around the world, Heineken Light delivers the true lager flavor consumers seek, while remaining a lower calorie, accessible option.”