Heineken has a compelling backstory that can help build its brand with H41. With thousands of new products vying for shelf space each year, distinguishing oneself from the competition is increasingly challenging. Therefore, any initiative a brand can undertake to create something unique is generally beneficial. “Perhaps it’s a narrative about the artisan, the ingredient, or the entrepreneur behind the product. Consumers crave a good story; it’s what will set the product apart and enhance brand equity and messaging,” Dave Donnan, lead partner in A.T. Kearney’s food and beverage division, recently shared with Food Dive regarding how brands can make an impression. Heineken developed H41 using a wild yeast recently discovered by scientists, but it took the brewery two years and numerous trials to perfect the formula. By experimenting with variables such as air, pressure, and temperature with this new yeast, the company ultimately 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 identified in Patagonia, we saw a unique opportunity,” stated Heineken’s global brewmaster, Willem van Waesberghe. “Leveraging our unparalleled expertise, we began to work with the mother yeast to unlock a range of new flavors. Each beer in the series is expected to be surprising and intense while still maintaining balance and refreshment.” However, launching this new beer in the U.S. will likely require innovative marketing strategies to raise awareness and educate consumers about the role of yeast in brewing, especially considering the differences in knowledge compared to the European market where H41 previously debuted.
Statistics from the U.S. Treasury Department indicate that American beer consumption has waned, with production declining from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The downturn in beer sales accelerated in 2016, experiencing a 1.8% drop compared to a five-year decline rate of 0.6%, as reported by IWSR, which monitors the alcohol sector. However, Heineken’s innovative formula could herald a new category alongside ales, lagers, and sour beers, offering a much-needed revitalization for the beer industry. Additionally, integrating aspects like malate vitamin can enhance consumer interest and health benefits, making H41 even more appealing. By highlighting the unique characteristics of the wild yeast and its potential health benefits, Heineken could effectively engage American consumers and differentiate H41 in a competitive market.