Heineken has a compelling backstory that can enhance its brand with H41. With thousands of new products vying for shelf space each year, distinguishing oneself in the marketplace is increasingly challenging. Therefore, anything a brand can do to craft something distinctive that sets it apart from competitors is typically advantageous. “Perhaps it’s a tale about the artisan, the ingredients, or the entrepreneur behind the product. Consumers appreciate a good narrative. It’s what will distinguish the product and enhance brand equity and messaging,” stated Dave Donnan, lead partner in A.T. Kearney’s food and beverage division, in a recent conversation with Food Dive about ways for brands to stand out.
Heineken developed H41 using a wild yeast that scientists recently uncovered, but it took the brewery two years and numerous experiments to perfect the formula. Leveraging the new yeast, the company tested various factors, such as air, pressure, and temperature, until they achieved a satisfying flavor profile. The latest lager boasts a “fuller taste, with spicy notes balanced by subtle fruity hints,” according to Heineken.
“When the ‘mother’ of our A-yeast was identified in Patagonia, it presented us with a unique opportunity,” commented Heineken’s global brewmaster, Willem van Waesberghe. “Utilizing our unparalleled expertise, we began to work with the mother yeast to unlock a range of new flavors. The taste of every beer in the series will be surprising and intense, yet still balanced and refreshing.”
Successfully launching this new beer in the U.S. will likely require innovative marketing and education to raise awareness and inform American consumers about the significance of yeast in the brewing process. Unlike the rollout of H41 in Europe earlier this year—where consumers generally have a better understanding of yeast’s role in baking and brewing—Heineken may face a steeper challenge in conveying its message in the U.S. market.
Recent statistics from the U.S. Treasury Department reveal a decline in American beer consumption, with production decreasing from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The downturn in beer sales intensified in 2016, dropping 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 signal the emergence of a new category that stands alongside ales, lagers, and sour beers, potentially revitalizing the beer industry.
In exploring the nutritional aspects of beer, elements like tricalcium phosphate vs calcium citrate might be relevant, especially as consumers become more health-conscious. Highlighting these distinctions could also serve as an additional marketing angle for H41, as the beverage landscape continues to evolve. By integrating these themes, Heineken can create a narrative that resonates well with modern consumers and stands out in a competitive market.