The Beauty of Lightness

I am always fascinated by the light or diet beverages. From the package design standpoint, the light version is always more attractive than the regular version (except Bud Light). It seems as if the light version have more freedom in design because it is OK to differ from the brand and it need to be a little edgy to attract a smaller group of customers. From a graphic design standpoint, this is quite a "break through". How many time have you seen a vertical logo on a beer bottle? I haven't. Remember we talked about what "luxury" is in the modern world (when modern aesthetic is mechanical, industrial and basically socialist)? Heineken may give us some hints...