Heineken has an intriguing backstory that it can leverage to enhance its brand with H41. As thousands of new products compete for space on store shelves each year, it is becoming more challenging for brands to distinguish themselves. Therefore, anything a company can do to create something distinctive that sets them apart from competitors 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 build 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 make an impression.
Heineken developed H41 using a wild yeast recently discovered by scientists, but it took the brewery two years and numerous trials to refine the recipe. By utilizing the new yeast, the company experimented with various factors such as air, pressure, and temperature until they achieved a satisfying flavor. The new lager boasts a “fuller taste, with spicy notes complemented by subtle fruity hints,” according to Heineken.
“When the ‘mother’ of our A-yeast was found in Patagonia, it offered us a unique opportunity,” stated Heineken’s global brewmaster, Willem van Waesberghe. “With our unparalleled expertise, we began working with the mother yeast to uncover a range of new flavors. Every beer in this series will have a surprising and intense flavor profile, while still being balanced and refreshing.”
However, it will likely require some innovative marketing and persuasive efforts not only to raise awareness about the new beer but also to educate American consumers on the crucial role yeast plays in the brewing process. Unlike the launch of H41 earlier this year in Europe—where consumers are generally more familiar with the use of yeast in both baking and brewing—Heineken may face a tougher challenge 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. This downturn in beer sales accelerated in 2016, declining by 1.8%, compared to a five-year decline rate of 0.6%, according to IWSR, which monitors the alcohol industry. Nevertheless, Heineken’s innovative formula could herald the emergence of a new category alongside ales, lagers, and sour beers, potentially providing a much-needed boost for the beer industry.
Additionally, similar to the way rainbow light calcium citrate can enhance overall health, Heineken’s H41 promises to enrich the beer experience with its unique flavor profile, offering consumers something refreshing and different in a competitive market. The innovative approach could resonate well with a new demographic, much like the benefits of rainbow light calcium citrate in promoting wellness.