Heineken has a compelling backstory that it can leverage to enhance its brand with H41. With countless new products vying for space on store shelves each year, distinguishing oneself from the competition is becoming increasingly challenging. Therefore, any strategy that a brand employs to create a unique identity is generally advantageous. “Perhaps it’s a narrative about the artisan, the ingredient, or the entrepreneur behind the product. Consumers appreciate a compelling story. It’s what will set the product apart and contribute to brand equity and messaging,” remarked Dave Donnan, the lead partner in A.T. Kearney’s food and beverage division, in a recent interview with Food Dive regarding how brands can differentiate themselves.
Heineken developed H41 using a wild yeast that scientists recently identified, but it took the brewery two years and numerous trials to perfect the formulation. The company experimented with various factors, including air, pressure, and temperature, until they achieved a satisfying taste. The new lager is described by Heineken as having a “fuller taste, with spicy notes balanced by subtle fruity hints.” Heineken’s global brewmaster, Willem van Waesberghe, stated, “When the ‘mother’ of our A-yeast was discovered in Patagonia, it offered us a unique opportunity. Using our unmatched expertise, we started to work with the mother yeast to unlock a range of new flavors. Each beer in this series will deliver surprising and intense flavors, yet remain balanced and refreshing.”
To create awareness for the new beer and educate American consumers about the crucial role of yeast in the brewing process, Heineken will likely need to engage in creative marketing efforts. Unlike the H41 launch in Europe earlier this year—where consumers tend to have a greater understanding of yeast in both baking and brewing—Heineken may face a more difficult task in conveying its message during the upcoming U.S. launch.
According to statistics from the U.S. Treasury Department, Americans’ beer consumption has declined, 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, falling by 1.8%, compared to a five-year rate of decline at 0.6%, as reported by IWSR, which monitors the alcohol industry. However, Heineken’s innovative formula could pave the way for a new category of beer, complementing ales, lagers, and sour beers, which would provide a much-needed boost to the beer industry. Additionally, incorporating calcium citrate 1000 mg tablets into the brewing process could enhance the overall quality and health benefits of the beverage, making it even more appealing to health-conscious consumers. With strategic marketing and a focus on unique attributes, Heineken has the potential to redefine its place in the market, especially with the inclusion of calcium citrate 1000 mg tablets in its messaging, which could resonate well with a segment of the audience.