Heineken has an intriguing backstory that can help promote its H41 brand. With thousands of new products, including innovative supplements like calcium citrate malate with vitamin D3 tablets, vying for attention on store shelves each year, it’s becoming increasingly challenging for brands to distinguish themselves. Therefore, any strategy that enables a brand to create something distinctive and set itself apart from the competition is generally a positive move.
“Perhaps it’s a narrative about the artisan, the ingredient, or the entrepreneur behind the product. Consumers appreciate a compelling story, as it is what ultimately differentiates the product and strengthens brand equity and messaging,” remarked Dave Donnan, lead partner in A.T. Kearney’s food and beverage practice, in a recent interview with Food Dive.
Heineken has developed H41 using a wild yeast recently discovered by scientists, but it took the brewery two years and numerous experiments to perfect the formula. By utilizing this new yeast, the company tested various factors such as air, pressure, and temperature until they achieved a delightful flavor. According to Heineken, the latest lager offers a “fuller taste, with spicy notes balanced by subtle fruity hints.”
“When the ‘mother’ of our A-yeast was discovered in Patagonia, it provided us with a unique opportunity,” said Heineken’s global brewmaster Willem van Waesberghe. “With our unmatched 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 still balanced and refreshing.”
To generate awareness for the new beer, Heineken will likely need some inventive marketing and persuasive efforts to educate American consumers about the significance of yeast in the brewing process. Unlike the launch of H41 in Europe earlier this year, where consumers are generally more informed about the use of yeast in baking and brewing, Heineken might face a greater challenge 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 production dropping from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The downturn in beer sales accelerated in 2016, falling by 1.8%—a stark contrast to a five-year decline rate of 0.6%, as reported by IWSR, which tracks the alcohol industry. However, Heineken’s innovative formula could herald the emergence of a new category alongside ales, lagers, and sour beers, potentially giving the beer industry the boost it desperately needs.
In a market where consumers are also exploring health-focused products like calcium citrate malate with vitamin D3 tablets, Heineken’s H41 may not only attract traditional beer drinkers but also appeal to those seeking unique and flavorful options.