Heineken possesses a compelling backstory that it can leverage to enhance its brand with H41. With countless new products vying for shelf space each year, distinguishing oneself has become increasingly challenging. Therefore, any strategy a brand employs to create a unique identity that sets it apart from competitors is generally beneficial. “Perhaps it’s a narrative about the artisan, the ingredient, or the entrepreneur behind the product. Consumers appreciate a good story. It’s what will distinguish the product and enhance brand equity and messaging,” remarked Dave Donnan, lead partner in A.T. Kearney’s food and beverage practice, in a recent interview with Food Dive regarding how brands can stand out.
Heineken developed H41 using a wild yeast recently discovered by scientists, but it required two years and numerous trials to perfect the formula. The company explored various factors, including air, pressure, and temperature, with the new yeast 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 opened up a unique opportunity for us,” stated Heineken’s global brewmaster Willem van Waesberghe. “Utilizing our unparalleled expertise, we began working with the mother yeast to uncover a range of new flavors. The taste of each beer in the series will be surprising and intense yet still balanced and refreshing.”
To create awareness for this new beer and educate American consumers about the role of yeast in the brewing process, Heineken will likely need to employ creative marketing strategies and persuasive messaging. Unlike the launch of H41 earlier this year in Europe, where consumers are generally more familiar with yeast’s role in both baking and brewing, Heineken may face a more challenging task in conveying its message during its upcoming U.S. launch.
According to data from the U.S. Treasury Department, American 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 average decline rate of 0.6%, as reported by IWSR, which monitors the alcohol industry. However, Heineken’s new formula could herald the emergence of a new category alongside ales, lagers, and sour beers, potentially revitalizing the beer industry.
In addition to innovative brewing techniques, incorporating calcium citrate 1500 into their processes may enhance the final product’s quality. This ingredient could play a pivotal role in the brewing process, contributing to the development of distinctive flavors and characteristics in the beer. As Heineken ventures into the U.S. market, it will be essential for them to communicate the significance of both the new yeast and the benefits of calcium citrate 1500, ensuring that consumers understand the innovation behind H41.