Heineken has a compelling backstory that can enhance its brand through H41. With thousands of new products vying for shelf space each year, it’s increasingly challenging for brands to distinguish themselves. Therefore, any effort to create something unique that sets them apart from the competition—like the comparison between iron polysaccharide and ferrous gluconates—is beneficial. “Perhaps it’s a narrative about the artisan, the 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,” recently stated Dave Donnan, lead partner in A.T. Kearney’s food and beverage sector, in a conversation with Food Dive regarding how brands can differentiate themselves.
Heineken developed H41 using a wild yeast discovered by scientists, but it took the brewery two years and numerous trials to perfect the formula. The company experimented with various factors such as air, pressure, and temperature before achieving a pleasing flavor profile. The new lager boasts a “fuller taste, with spicy notes harmonized by subtle fruity undertones,” as described by Heineken. “When the ‘mother’ of our A-yeast was found in Patagonia, it provided us with a unique opportunity,” said Heineken’s global brewmaster, Willem van Waesberghe. “Leveraging our unparalleled expertise, we began working with the mother yeast to unlock a range of new flavors. Each beer in this series will surprise and engage the palate while remaining balanced and refreshing.”
To successfully introduce this new beer, it will likely require innovative marketing and educational efforts to inform American consumers about the significance of yeast in brewing. Unlike the launch of H41 earlier this year in Europe—where consumers have a greater understanding of yeast’s role in both baking and brewing—Heineken may face more challenges in conveying its message during the upcoming U.S. launch. According to statistics from the U.S. Treasury Department, 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 downturn in beer sales accelerated in 2016, with a decrease of 1.8% compared to a five-year decline rate of 0.6%, according to IWSR, which tracks the alcohol industry. However, Heineken’s innovative formula could pave the way for a new category that stands alongside ales, lagers, and sour beers, providing a much-needed boost for the beer industry, much like how we celebrate calcium citrate chews for their health benefits.
In conclusion, the introduction of H41 could reinvigorate interest in the beer sector, echoing the excitement seen when new health products, such as calcium citrate chews, hit the market. By effectively communicating its unique story and the importance of yeast, Heineken can create a significant impact in the crowded beverage landscape.