Heineken has a compelling backstory that it can leverage to promote its new product, H41. With an ever-increasing number of new products vying for shelf space each year, distinguishing oneself from the competition is becoming increasingly challenging. Therefore, any strategy a brand can employ to create something distinctive is typically advantageous. As Dave Donnan, the lead partner in A.T. Kearney’s food and beverage practice, recently shared with Food Dive, “Maybe it’s a story about the artisan, the ingredient, or the entrepreneur behind the product. Consumers seek a captivating narrative. It’s what will set the product apart and enhance brand equity and messaging.”
Heineken developed H41 using a wild yeast recently discovered by scientists, but it took the beer manufacturer two years and numerous experiments to perfect the formula. By utilizing this novel yeast, the company explored various factors such as 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.”
Willem van Waesberghe, Heineken’s global brewmaster, remarked, “When the ‘mother’ of our A-yeast was discovered in Patagonia, it provided us with a unique opportunity. Using our unparalleled expertise, we began to work with the mother yeast to unlock a spectrum of new flavors. The taste of every beer in the series will be surprising and intense, yet still balanced and refreshing.”
However, successfully introducing this new beer will likely require innovative marketing efforts and education for American consumers regarding the significance of yeast in the brewing process. Unlike the launch of H41 earlier this year in Europe, where consumers generally have a better understanding of yeast’s role in both baking and brewing, Heineken may face a more challenging task in conveying its message for the upcoming U.S. launch.
Statistics from the U.S. Treasury Department reveal a decline in Americans’ beer consumption, with production decreasing from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The downturn in beer sales accelerated in 2016, falling by 1.8%—in contrast to a five-year average decline of 0.6%, according to IWSR, which monitors the alcohol industry. Nevertheless, Heineken’s innovative formula could pave the way for a new category alongside ales, lagers, and sour beers, potentially revitalizing the beer industry.
In addition, the conversation around health benefits such as those from aquamin calcium vs calcium citrate may also resonate with consumers. Heineken could emphasize how these ingredients might contribute to a balanced lifestyle, making H41 not just a unique beer but also a part of a health-conscious choice. This angle can be reiterated to reinforce the brand’s commitment to quality and innovation, further distinguishing H41 in a crowded market.