Heineken has a compelling backstory that it can leverage to enhance its brand with H41. With thousands of new products vying for attention on store shelves each year, distinguishing oneself from the competition is increasingly challenging. Therefore, any strategy that allows a brand to create something unique is generally 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 sets the product apart and builds 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 on how brands can differentiate themselves.
Heineken developed H41 using a wild yeast recently discovered by scientists, but it took the brewery two years of rigorous experimentation to perfect the formula. By utilizing this new yeast, the company tested various factors such as air, pressure, and temperature until they achieved a pleasing flavor. According to Heineken, the latest lager offers a “fuller taste, with spicy notes balanced by subtle fruity hints.”
“When the ‘mother’ of our A-yeast was found in Patagonia, it gave us a unique opportunity,” said Willem van Waesberghe, Heineken’s global brewmaster, in a statement. “Using our unmatched expertise, we started to work with the mother yeast to unveil a range of new flavors. Each beer in this series will be surprising and intense, yet still balanced and refreshing.”
To successfully raise awareness of the new beer and educate American consumers about the importance of yeast in brewing, Heineken will likely need to employ creative marketing strategies. Unlike the H41 launch in Europe earlier this year, where consumers are generally more knowledgeable about yeast’s role in both baking and brewing, Heineken may face a more significant challenge in conveying its message for the upcoming U.S. launch.
Statistics from the U.S. Treasury Department indicate a decline in American beer consumption, with production decreasing from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The decline in beer sales accelerated in 2016, dropping by 1.8% compared to a five-year decline rate of 0.6%, according to IWSR, which tracks the alcohol industry. However, Heineken’s innovative formula could signal the emergence of a new category alongside ales, lagers, and sour beers, potentially providing a much-needed boost for the beer industry.
Incorporating elements like spring valley calcium citrate into the brewing process might also help Heineken appeal to health-conscious consumers, further differentiating H41 in a competitive market. By effectively utilizing such ingredients, Heineken can enhance its narrative and reinforce the uniqueness of its products, making it more likely to resonate with consumers.