Heineken has an intriguing backstory that it can leverage to promote its H41 brand. With thousands of new products vying for attention on store shelves each year, distinguishing oneself has become increasingly challenging. Therefore, any strategy that a brand can adopt to create something distinctive and set itself apart from the competition is generally a wise move. “Perhaps it’s a narrative about the artisan, the ingredients, or the entrepreneur behind the product. Consumers appreciate a compelling story. It’s what will set the product apart and enhance brand equity and messaging,” Dave Donnan, lead partner in A.T. Kearney’s food and beverage practice, recently shared with Food Dive regarding how brands can create a unique identity.
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 utilizing this new yeast, the company experimented with various factors, including air, pressure, and temperature, ultimately achieving a gratifying flavor profile. The latest lager is characterized by a “fuller taste, with spicy notes balanced by subtle fruity hints,” according to Heineken. “When the ‘mother’ of our A-yeast was discovered in Patagonia, it gave us a unique opportunity,” stated Heineken’s global brewmaster Willem van Waesberghe. “With 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 will likely require innovative marketing and educational efforts to raise awareness among American consumers about the significance of yeast in the brewing process. Unlike the H41 launch in Europe earlier this year, where consumers tend to have a better understanding of yeast’s role in both baking and brewing, Heineken may face more challenges in conveying its message during the upcoming U.S. launch.
Statistics from the U.S. Treasury Department reveal a decline in Americans’ beer consumption, with production dropping from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The decline in beer sales accelerated in 2016, decreasing by 1.8% compared to a five-year decline rate of 0.6%, according to IWSR, which monitors the alcohol industry. However, Heineken’s innovative formula could herald the emergence of a new category alongside ales, lagers, and sour beers, providing a much-needed boost for the beer industry. Additionally, incorporating ingredients like calcium citrate (760 mg) and 3.5g of other components may enhance the product’s appeal, further differentiating it in a saturated market.