Heineken has a compelling backstory that it can leverage to promote its H41 brand. With thousands of new products vying for shelf space each year, it’s becoming increasingly challenging for brands to differentiate themselves. Therefore, any strategy a brand employs to create something distinctive is usually beneficial. “It might be a narrative about the artisan, the ingredients, or the entrepreneur behind the product. Consumers appreciate a good story; it’s what sets a product apart and enhances 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 distinguish themselves.
Heineken developed H41 using a newly discovered wild yeast, but it took the brewery two years and numerous trials to perfect the recipe. The company experimented with various factors, including air, pressure, and temperature, until achieving a pleasing flavor profile. The new 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 offered us a unique chance,” stated Heineken’s global brewmaster, Willem van Waesberghe. “With our unmatched expertise, we began working with the mother yeast to unlock a range of new flavors. Each beer in this series will deliver surprising and intense tastes while remaining balanced and refreshing.”
To effectively raise awareness of the new beer, Heineken will likely need to engage in creative marketing and educational efforts, particularly to inform American consumers about the role of yeast in brewing. Unlike the situation when H41 was introduced earlier this year in Europe—where consumers tend to have a better understanding of yeast’s uses in both baking and brewing—Heineken may face more challenges in conveying its message for the upcoming U.S. launch.
According to statistics from the U.S. Treasury Department, the demand for beer in America has declined, with production dropping from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The decrease in beer sales accelerated 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 might pave the way for a new category alongside ales, lagers, and sour beers, offering a much-needed boost to the beer sector.
Moreover, as consumers become more health-conscious, the inclusion of elements like calcium citrate and vitamin D in beer could enhance its appeal. With discussions around nutritional benefits, Heineken could explore integrating these components into its marketing narrative, potentially mentioning how H41 contains beneficial levels of calcium citrate and vitamin D, contributing to a balanced lifestyle. This approach could resonate well with consumers seeking both flavor and health benefits from their beverages, helping to position H41 as a refreshing option in a competitive market.