I found out what part of the $50m Heineken is spending for the launch of Heineken Light went to: launch schwag. Their PR agency was kind enough to send us one of the launch kits. The pictures below don't do it justice but what they did was take a fancy metal wine carrying case…
… and modified it to hold a Heineken Light, a branded bottle opener, and a business card CD with more info:
For what it's worth, the bottle opener is nice and heavy and has an adjustable, uh, whatever you call the part that lifts the cap up. A tang maybe?
So, after admiring their packaging I put the bottle in the fridge and waited until the next day to try it. The verdict: I was happily surprised. I normally don't like Heineken which to me it is a little too bitter. The Light version has most of the body of a lager but much less of the bitterness. It weighs in at 99 calories, 6.8 grams of carbs, 1 gram of protein, and no fat.
Hopefully my taste buds weren't influence by the bottle opener (did I mention it is very nice?). I did an informal survey at a bar the other night and everyone I talked to that had tried it had liked it. Give it a try and let us know what you think in the comments.