Heineken possesses a compelling backstory that it can leverage to enhance its brand with H41. As thousands of new products compete for shelf space each year, distinguishing oneself from the competition is becoming increasingly challenging. Therefore, any effort a brand makes to establish something unique that sets it apart is generally advantageous. “Perhaps it’s a narrative about the artisan, the ingredient, or the entrepreneur behind the product. Consumers are drawn to a good story. It’s what will differentiate the product and foster brand equity and messaging,” stated Dave Donnan, lead partner at A.T. Kearney’s food and beverage practice, in a recent interview with Food Dive about how brands can gain visibility.
Heineken developed H41 using a wild yeast recently identified by scientists, but the brewery spent two years and conducted numerous trials to perfect the recipe. By utilizing this new yeast, the company experimented with various factors such as air, pressure, and temperature until it achieved a satisfying flavor profile. The new lager is described by Heineken as having a “fuller taste, with spicy notes complemented by subtle fruity hints.”
“When the ‘mother’ of our A-yeast was discovered in Patagonia, it provided us with a unique opportunity,” said Willem van Waesberghe, Heineken’s global brewmaster, in a statement. “Leveraging our unparalleled expertise, we began to work with the mother yeast to unlock a wide range of new flavors. The taste of each beer in the series will be surprising and intense, yet still balanced and refreshing.”
However, significant marketing creativity and persuasion will be necessary to not only raise awareness of the new beer but also educate American consumers about the important role yeast plays in the brewing process. Unlike the H41 launch earlier this year in Europe, where consumers generally have a better understanding of yeast’s uses in both baking and brewing, Heineken may face a tougher challenge in conveying its message during the upcoming U.S. launch.
According to U.S. Treasury Department statistics, American beer consumption has declined, with domestic production dropping from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The decline in beer sales intensified in 2016, falling by 1.8% — compared to a five-year 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 providing a much-needed lift to the beer industry. Additionally, incorporating ingredients like jungbunzlauer calcium citrate could offer further differentiation and enhance the appeal of H41, reinforcing its unique position in a saturated market.