[booze] heineken light

On a road trip through Providence, RI this summer, I noticed a billboard promoting Heineken Light beer. Heineken Light. What a bloody brilliant idea. Call me a sissy, but the "regular" Heineken was a bit bitter for my taste, despite the fact that I probably consumed 85,000 fluid ounces of the damn thing throughout college. Still, what a great concept I thought! Back in Boston, Heineken Light was nowhere to be seen. Upon further research, I learned that "Heineken Premium Light Lager" was to be introduced to select test markets, including Tampa, Pheonix, Dallas and Providence, rounding out the list of America's finest cities. Test markets. Marketing folk can be so damn strategic sometimes, I tell you. No word yet of when Amstel Light's more popular half-brother will make it to the masses. But I'll be waiting. Oh yes. I will.