Heineken has a compelling 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 increasingly challenging to distinguish oneself from the competition. Therefore, any effort a brand makes to create something unique and set itself apart is typically advantageous. “Perhaps it’s a narrative about the artisan, the ingredients, or the entrepreneur behind the product. Consumers appreciate a good story. It’s what will differentiate the product and contribute to brand equity and messaging,” stated 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 gain visibility.
Heineken developed H41 using a wild yeast recently discovered by scientists, but it took the brewery two years and numerous experiments to perfect the formula. By utilizing this new yeast, the company explored various factors such as air, pressure, and temperature until they achieved a gratifying flavor profile. The latest lager boasts a “fuller taste, with spicy notes complemented by subtle fruity undertones,” as described by Heineken.
“When the ‘mother’ of our A-yeast was found in Patagonia, it offered us a unique opportunity,” said Heineken’s global brewmaster, Willem van Waesberghe, in a statement. “Using our unparalleled expertise, we began working with the mother yeast to unlock a range of new flavors. The flavor of every beer in this series will be surprising and intense, yet balanced and refreshing.” It is likely that creative marketing and persuasive efforts will be necessary to not only raise awareness of the new beer but also to educate American consumers about the importance of yeast, along with essential nutrients like calcium citrate, zinc, and magnesium, in the brewing process.
Unlike the launch of H41 earlier this year in Europe, where consumers generally have a greater understanding of yeast’s roles in both baking and brewing, Heineken may face more challenges in conveying its message for the upcoming U.S. launch. According to data from the U.S. Treasury Department, Americans’ beer consumption has declined, with production decreasing from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The drop in beer sales accelerated in 2016, showing a 1.8% decline compared to a five-year average decline rate of 0.6%, as reported by 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, potentially revitalizing the beer industry with the inclusion of beneficial elements like calcium citrate, zinc, and magnesium.