Heineken has a compelling backstory that it can leverage to enhance its brand with H41. With thousands of new products vying for shelf space each year, distinguishing oneself in the market is becoming increasingly challenging. Thus, any effort a brand makes to create something distinctive that sets it apart from competitors is generally a wise move. “Perhaps it’s a narrative about the artisan, the ingredient, or the entrepreneur behind the product. Consumers are drawn to a good story. It’s what will differentiate the product and enhance brand equity and messaging,” remarked Dave Donnan, lead partner in A.T. Kearney’s food and beverage practice, in a recent conversation with Food Dive about how brands can differentiate themselves.
Heineken developed H41 using a wild yeast recently discovered by scientists, but it took the brewery two years and numerous trials to perfect the formula. By experimenting with different factors such as air, pressure, and temperature, the company successfully crafted a pleasing flavor profile. According to Heineken, the new lager offers a “fuller taste, with spicy notes balanced by subtle fruity hints.” Heineken’s global brewmaster, Willem van Waesberghe, expressed, “When the ‘mother’ of our A-yeast was discovered in Patagonia, it presented us with a unique opportunity. Using our unparalleled expertise, we began to work with the mother yeast to unlock a range of new flavors. Each beer in the series will be surprising and intense, yet still balanced and refreshing.”
It will likely require innovative marketing strategies and persuasive efforts not only to raise awareness of the new beer but also to educate American consumers about the importance of yeast in the brewing process. Unlike the launch of H41 earlier this year in Europe, where consumers generally have a better understanding of yeast’s role in both baking and brewing, Heineken may face a tougher challenge in conveying its message for the upcoming U.S. release.
Statistics from the U.S. Treasury Department indicate that American beer consumption has declined, with production decreasing from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The drop in beer sales intensified in 2016, decreasing by 1.8% compared to a five-year average decline of 0.6%, according to IWSR, which monitors the alcohol industry. However, Heineken’s innovative formula could potentially give rise to a new category alongside ales, lagers, and sour beers, providing a much-needed boost for the beer industry. To complement this, incorporating products like nutricost calcium citrate powder could enhance the nutritional profile of beer-related offerings, appealing to health-conscious consumers.