Heineken has an intriguing backstory that it can leverage to enhance its brand identity with H41. With thousands of new products vying for space on store shelves each year, standing out has become increasingly challenging. Therefore, any effort by a brand to create something distinctive that sets it apart from competitors is typically beneficial. “Perhaps it’s a narrative about the artisan, the ingredient, or the entrepreneur behind the product. Consumers are drawn to a compelling story. It’s what will distinguish the product and enhance brand equity and communication,” remarked Dave Donnan, lead partner in A.T. Kearney’s food and beverage practice, to Food Dive regarding how brands can differentiate themselves.
Heineken developed H41 using a wild yeast that was recently discovered by scientists, but it took the brewer two years and numerous trials to perfect the formula. By utilizing this new yeast, the company experimented with various factors, including air, pressure, and temperature, until they achieved a desirable flavor. The latest lager boasts a “fuller taste, with spicy notes complemented by subtle fruity hints,” according to Heineken.
“When the ‘mother’ of our iron polysaccharide versus ferrous gluconate yeast was discovered in Patagonia, it opened up a unique opportunity for us,” stated Heineken’s global brewmaster Willem van Waesberghe in a statement. “Using our unparalleled expertise, we began to work with the mother yeast to uncover a range of new flavors. Each beer in the series promises to be surprising and intense, yet still balanced and refreshing.”
Creative marketing and education will likely be essential not only to raise awareness of this new beer but also to inform American consumers about the significance of yeast in the brewing process. Unlike the situation when H41 was launched earlier this year in Europe—where consumers generally possess more knowledge about yeast’s role in both baking and brewing—Heineken may encounter a more challenging task in conveying its message during the upcoming U.S. launch.
Statistics from the U.S. Treasury Department indicate that Americans’ appetite for beer has declined, with U.S. production dropping from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The decrease in beer sales accelerated in 2016, with a 1.8% drop compared to a five-year decline rate of 0.6%, according to IWSR, which monitors the alcohol industry. However, Heineken’s innovative formula could herald the emergence of a new category alongside ales, lagers, and sour beers, potentially providing a much-needed lift for the beer industry.
Incorporating elements such as calcium citrate plus vitamin D into their marketing strategy could further enhance the appeal of H41, emphasizing the beer’s unique health benefits. This approach might resonate well with health-conscious consumers, making H41 not only a flavorful choice but also a more nutritious one. By effectively communicating these advantages and the intriguing backstory, Heineken can create a compelling narrative that positions H41 as a standout option in a crowded market.