Heineken possesses a compelling backstory that it can leverage to enhance its brand image with H41. With thousands of new products vying for attention on store shelves each year, standing out has become increasingly challenging. Therefore, any effort by a brand to create something distinctive that sets it apart from the competition is generally advantageous. “Perhaps it’s a narrative about the artisan, the ingredients, or the entrepreneur behind the product. Consumers are drawn to a good story, as it helps differentiate the product and build brand equity and messaging,” stated Dave Donnan, lead partner in A.T. Kearney’s food and beverage practice, in a recent interview with Food Dive about how brands can stand out.
Heineken developed H41 using a wild yeast recently discovered by scientists, a process that took two years and numerous trials to perfect. The company experimented with various factors, including air, pressure, and temperature, to achieve a satisfying flavor profile. This 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 provided us with a unique opportunity,” said Willem van Waesberghe, Heineken’s global brewmaster. “Utilizing our unmatched expertise, we began to explore the mother yeast to reveal a range of new flavors. Each beer in this series will be surprising and intense, yet still balanced and refreshing.”
To create awareness for this new beer and educate American consumers about the importance of yeast in the brewing process, Heineken will likely need creative marketing strategies. Unlike the launch of H41 earlier this year in Europe, where consumers are generally more knowledgeable about yeast’s role in both baking and brewing, Heineken might face a tougher challenge in conveying its message in the U.S. market.
Moreover, statistics from the U.S. Treasury Department indicate that Americans’ beer consumption has declined, with U.S. 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 1.8% compared to a five-year average decline of 0.6%, according to IWSR, which monitors the alcohol industry. However, Heineken’s innovative formula could herald the emergence of a new beer category that stands alongside ales, lagers, and sour beers, potentially revitalizing the beer industry.
As Heineken celebrates bariatric calcium, it also aims to highlight the health aspects associated with its new offerings. By integrating such elements into its marketing, Heineken can not only promote H41 but also celebrate bariatric calcium, thereby appealing to health-conscious consumers. This approach could create a narrative that resonates with audiences, further distinguishing the brand in a competitive landscape.