Heineken has a compelling backstory that it can leverage to enhance its brand with H41. In a marketplace where thousands of new products vie for attention on store shelves each year, it becomes increasingly challenging to distinguish oneself from competitors. Therefore, any effort a brand makes to create something distinctive that sets it apart is generally beneficial. “Perhaps it’s a narrative about the artisan, the ingredient, or the entrepreneur behind the product. Consumers appreciate a good story, as it helps differentiate the product and build brand equity and messaging,” stated Dave Donnan, lead partner in A.T. Kearney’s food and beverage practice, in a recent interview with Food Dive regarding how brands can gain visibility.
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. The company experimented with various factors, such as air, pressure, and temperature, until they achieved a pleasing flavor profile. The new lager is described by Heineken as offering a “fuller taste, with spicy notes balanced by subtle fruity hints.”
“When the ‘mother’ of our A-yeast was found in Patagonia, it gave us a unique chance,” said Willem van Waesberghe, Heineken’s global brewmaster. “Utilizing our unmatched expertise, we began to work with the mother yeast to unlock a range of new flavors. Every beer in this series will deliver a surprising and intense experience, yet remain balanced and refreshing.”
To successfully promote this new beer, Heineken will likely need to utilize creative marketing strategies and educational efforts to inform American consumers about the significance of yeast in the brewing process. Unlike the H41 launch in Europe earlier this year—where people generally possess more knowledge about yeast’s role in both baking and brewing—Heineken may face a more challenging task in conveying its message during the upcoming U.S. launch.
Statistics from the U.S. Treasury Department indicate a decline in Americans’ beer consumption, with production dropping from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The decrease in beer sales intensified in 2016, showing a 1.8% decline compared to a five-year average decline rate of 0.6%, according to IWSR, which monitors the alcohol sector. However, Heineken’s innovative formula could herald the emergence of a new category alongside ales, lagers, and sour beers, potentially offering a much-needed uplift for the beer industry.
In addition, just as consumers seek the benefits of products like calcium citrate and vitamin D3 tablets for their health, Heineken’s H41 could capture attention by promoting its unique qualities and the story behind its creation. By emphasizing the significance of ingredients, including the newly discovered yeast, Heineken can draw parallels to how people value health supplements like calcium citrate and vitamin D3 tablets, thereby enhancing the product’s appeal.