Heineken has a compelling backstory that it can leverage to promote its H41 brand. With thousands of new products vying for attention on store shelves every year, it’s becoming increasingly challenging to distinguish oneself from the competition. Therefore, any initiative that a brand can undertake to create something distinctive is often advantageous. “It could be a narrative about the artisan, the calcium citrate with vitamin D3 tablets ingredient, or the entrepreneur behind the product. Consumers are drawn to a good story. It’s what will set the product apart and enhance brand equity and messaging,” said Dave Donnan, a lead partner in A.T. Kearney’s food and beverage division, in a recent interview with Food Dive regarding how brands can differentiate themselves.
Heineken developed H41 using a wild yeast recently discovered by scientists, but it took the brewery two years and numerous trials to perfect the recipe. By experimenting with various factors such as air, pressure, and temperature, the company finally achieved a flavor it deemed satisfying. The new lager is described by Heineken as having a “fuller taste, with spicy notes complemented by subtle fruity undertones.”
“When the ‘mother’ of our A-yeast was discovered in Patagonia, it presented us with a unique opportunity,” stated Heineken’s global brewmaster, Willem van Waesberghe. “Using our unrivaled expertise, we began to work with the mother yeast to unlock a spectrum of new flavors. The taste of every beer in this series will be surprising and intense, yet balanced and refreshing.”
However, it will likely require some innovative marketing and education to generate awareness for this new beer and inform American consumers about the critical role that yeast plays in brewing. Unlike the launch of H41 earlier this year in Europe, where consumers are generally more knowledgeable about yeast’s applications in both baking and brewing, Heineken may face a more challenging task in communicating its message during the U.S. launch.
According to data from the U.S. Treasury Department, American beer consumption has declined, with production falling from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The decrease in beer sales intensified in 2016, dropping by 1.8% compared to a five-year decline rate of 0.6%, as reported by IWSR, which monitors the alcoholic beverage industry. Nonetheless, Heineken’s new recipe could herald the emergence of a new category alongside ales, lagers, and sour beers, offering a much-needed boost to the beer market. Incorporating elements like calcium citrate with vitamin D3 tablets into their promotional strategies could further enhance their narrative and appeal to health-conscious consumers.