21 Aug 2022 Rolling out new Heineken Silver

Global brewing giant, Heineken has launched a major new lighter-style lager in an effort to attract younger drinkers who want to moderate their alcohol intake.

It was first launched in the UK in March 2022 and was recently unveiled in Asian markets.

It’s a big move for Heineken, because big beer isn’t particularly known for pushing out product after new product like their smaller craft brethren tend to do. They’re more inclined to fiddle with packaging, or splurge on advertising such as product placement.

Heineken’s most laudable recent innovation would be Heineken 0.0, a non-alcoholic version of its popular pale lager first launched in 2017.

Which makes Heineken Silver big news.

The new brew is said to follow the brand’s iconic original – including using its famous Heineken A-Yeast, pure barley malt, and hop extract – but clocks in at 4% ABV for a lighter drinking profile. It’s also said to be crafted using an ice-cold brewing process to “crisp flavour and subtle finish”.

With a lighter profile for this new beer Heineken is likely not only taking aim at a demographic that’s new to beer drinking, but also those who are increasingly looking for more health-conscious and less guilt-free options.

According to reports, this major new launch means Heineken Silver will be made available in 14 countries this year, backed by a record £20m advertising campaign. It’s not known when and if it will be hit the SA market.

Source: TheGrocer.co.uk