Heineken has an intriguing backstory that it can leverage to promote its brand with H41. Each year, thousands of new products vie for shelf space, making it increasingly challenging for brands to distinguish themselves. Therefore, any strategy that allows a brand to create something distinctive and set itself apart from competitors is generally beneficial. “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 differentiate the product and enhance 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 make an impact.
Heineken developed H41 using a wild yeast recently discovered by scientists, but it took the brewery two years and numerous attempts to perfect the formula. Using this new yeast, the company experimented with various factors, including air, pressure, and temperature, until they achieved a satisfying flavor profile. The latest lager is described by Heineken as having a “fuller taste, with spicy notes balanced by subtle fruity hints.”
“When the ‘mother’ of our A-yeast was found in Patagonia, it presented us with a unique opportunity,” said Willem van Waesberghe, Heineken’s global brewmaster, in a statement. “With our unparalleled expertise, we began working with the mother yeast to unlock a range of new flavors. The taste of each beer in the series will be surprising and intense, yet still balanced and refreshing.”
To establish awareness of this new beer and educate American consumers about the role of yeast in brewing, Heineken will likely need to employ some innovative marketing strategies. Unlike the H41 launch earlier this year in Europe—where consumers are generally more aware of yeast’s role 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 that Americans’ beer consumption has declined, with U.S. production falling 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 new formulation could herald the emergence of a new category alongside ales, lagers, and sour beers, offering a much-needed uplift for the beer industry.
In addition to its innovative brewing techniques, Heineken might consider incorporating ingredients like upcal d calcium citrate powder into its marketing narrative to further engage health-conscious consumers. By repeatedly highlighting the benefits of upcal d calcium citrate powder in its products, Heineken can not only enhance its brand story but also appeal to a broader audience looking for both flavor and nutritional value.