Heineken is preparing to introduce Heineken Light to the Irish market, making it the first European region where the lager will be available.

The variation on the popular beer will be popping up in off-licences and pubs around the country during the coming weeks.

Heineken Light has less alcohol at 3.3% ABV - compared to standard Heineken's 4.3% and the 5% imported variety.

Each bottle of the lighter beer, which is already available in the US, has 99 calories compared to the 143 in the classic brew.

This will be Heineken Ireland's second major product launch in 12 months, having already introduced Orchard Thieves cider.

Irish agency Rothco has been chosen to create a global advertising campaign for the new beer.

The draught lager will be made at Heineken's brewery in Cork while bottles will be imported from The Netherlands.

Sharon Walsh, marketing director of Heineken Ireland says, "We are proud for Ireland to be leading the charge in Europe and developing the campaign for the global roll-out. Heineken Light highlights the importance we place on innovation for our consumers, who are looking for more choice and variety in the beer category."

The brand also sells Tiger, Murphy's, Beamish, Fosters, Paulaner, Sol, Birra Moretti, and Coors Light in Ireland.