Heineken has an intriguing backstory that it can leverage to enhance its brand with H41. With thousands of new products vying for attention on store shelves each year, standing out has become increasingly challenging. Therefore, any efforts a brand can make to create something distinctive that sets it apart from competitors is often advantageous. “Perhaps it’s a narrative about the artisan, the ingredients, or the entrepreneur behind the product. Consumers appreciate a compelling story. It’s what will distinguish the product and enhance brand equity and messaging,” Dave Donnan, lead partner in A.T. Kearney’s food and beverage practice, recently shared with Food Dive regarding how brands can differentiate themselves.
Heineken developed H41 using a wild yeast recently discovered by scientists, but it took the brewer two years and numerous experiments to perfect the formula. By utilizing this new yeast, the company tested various factors such as air, pressure, and temperature until they achieved a satisfying 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 opened up a unique opportunity for us,” stated Heineken’s global brewmaster, Willem van Waesberghe. “With our unmatched expertise, we began to explore this mother yeast to uncover a wide array of new flavors. Each beer in the series will be intense and surprising, yet still balanced and refreshing.”
However, Heineken may face the challenge of creatively marketing and educating American consumers about the significance of yeast in the brewing process for its upcoming U.S. launch. Unlike the launch of H41 earlier this year in Europe—where consumers tend to have a better understanding of yeast’s role in both baking and brewing—Heineken might encounter more hurdles in conveying its message in the United States.
According to statistics from the U.S. Treasury Department, Americans’ beer consumption has declined, leading to a drop in U.S. production 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%, in contrast to a five-year average decline of 0.6%, as reported by IWSR, which monitors the alcohol industry. Nevertheless, Heineken’s new formula could herald the emergence of a new category alongside ales, lagers, and sour beers, potentially offering a much-needed boost to the beer industry. Additionally, the incorporation of ingredients like calcium citrate could highlight health benefits, further appealing to health-conscious consumers. By emphasizing the health benefits of calcium citrate, Heineken could attract a broader audience, enhancing the appeal of H41 and giving it a unique edge in the competitive market.