NPD AND MEDIA
PICKS OF THE WEEK – HEINEKEN
HEINEKEN SILVER SEEKS TO SHAKE UP EUROPEAN DRINKS INDUSTRY Product launched in response to changing drinker demands and needs, with the hope of unlocking £315m in sales.
Heineken says it is set to reinvigorate the lager
The brand’s research shows growing popularity
category for Gen Y and Gen Z drinkers with the
for premium and lighter-style drinks, particularly
launch of Heineken Silver, “the biggest innovation
among younger drinkers looking to moderate
in the European drinks industry this decade”.
their alcohol intake, as Alexander Wilson, Cate-
Heineken Silver (4% ABV) is brewed at -1°C for
gory & Commercial Strategy Director – Off Trade,
a crisp flavour and subtle finish using pure malt and
Heineken UK, explained: “Heineken Silver offers
sustainably farmed barley. It has a low bitterness
these drinkers a more inclusive and accessible
of 10 IBUs (International Bitterness Units), offering
taste that also meets their needs for a more
a lighter drinking profile.
refreshing lager, opening up new opportunities to
It launches in response to changing drinker
drive incremental sales for retailers.”
demands and needs, and with the hope of unlock-
The launch is supported with a £20m campaign
ing £315m in sales. While the lager category has
that seeks to build affinity for the brand among Gen
grown +34% since 2019, sales among Gen Z and
Y and Gen Z consumers.
Y drinkers have declined by 2% and penetration
Heineken Silver rolls out across UK grocery,
amongst 18 to 24-year-olds has halved over the
convenience, and wholesale from 21 March in
last seven years. Heineken says younger adult
4x330ml bottles (RSP £4.50), 12x330ml bottles
consumers are now looking for “more subtle,
(RSP £12) and 6x330ml slim-line cans (RSP
refreshing and accessible beers” to suit their tastes.
£5.50).
WEDNESDAY 9TH MARCH 2022 / ISSUE 95 / SLRMAG.CO.UK I 37
