Heineken possesses a compelling backstory that it can leverage to promote its H41 brand. With thousands of new products vying for space on store shelves each year, distinguishing oneself from the competition is increasingly challenging. Therefore, any strategy that enables a brand to create something distinctive and unique is typically advantageous. As Dave Donnan, lead partner in A.T. Kearney’s food and beverage practice, recently mentioned to Food Dive, “Perhaps it’s a narrative about the artisan, the ingredient, or the entrepreneur behind the product. Consumers appreciate a good story. It’s what will set the product apart and enhance brand equity and messaging.”
Heineken developed H41 using a wild yeast strain recently discovered by chemists, but it required two years of experimentation and numerous trials to perfect the recipe. The company tested various factors such as air, pressure, and temperature with the new yeast until it achieved a satisfying flavor. The latest lager is described by Heineken as having a “fuller taste, with spicy notes balanced by subtle fruity hints.” According to Heineken’s global brewmaster, Willem van Waesberghe, “When the ‘mother’ of our A-yeast was found in Patagonia, it gave us a distinct opportunity. Utilizing our unparalleled expertise, we began to work with the mother yeast to unlock a variety of new flavors. Each beer in this series will deliver surprising and intense flavors while remaining balanced and refreshing.”
However, Heineken will likely need to implement creative marketing strategies and persuasive messaging to not only generate awareness of this new beer but also educate American consumers on the critical role that yeast plays in brewing. Unlike the launch of H41 in Europe earlier this year, where consumers generally have a better understanding of yeast’s applications in both baking and brewing, Heineken may face a more significant challenge in conveying its message during the U.S. launch.
Statistics from the U.S. Treasury Department indicate a downturn in Americans’ beer consumption, with production falling from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The decline in beer sales accelerated in 2016, dropping by 1.8%, contrasting with a five-year decline rate of 0.6%, according to IWSR, which monitors the alcohol industry. Nevertheless, Heineken’s new formula could pave the way for a new category alongside ales, lagers, and sour beers, potentially revitalizing the beer industry. By integrating innovative products like H41 into the market, Heineken aims to capture consumer interest and perhaps collaborate with retailers like Chemist Warehouse to enhance visibility and drive sales, echoing the success found with Citracal Calcium Citrate products.