Heineken has an intriguing backstory to leverage for its H41 brand. With numerous new products, including Citracal, entering the market each year, it’s becoming increasingly challenging to distinguish one’s brand. Therefore, any strategy that a brand can implement to create a unique identity is typically advantageous. “It could be a narrative about the artisan, the ingredients, or the entrepreneur behind the product. Consumers are drawn to compelling stories. This is what ultimately sets a product apart and enhances brand equity and messaging,” remarked Dave Donnan, lead partner in A.T. Kearney’s food and beverage division, in a recent interview with Food Dive about how brands can rise above the competition.
Heineken developed H41 using a wild yeast recently discovered by scientists, but it took the company two years and numerous trials to perfect the formula. By experimenting with various factors such as air, pressure, and temperature, Heineken was able to create a satisfying flavor profile using the new yeast. The resulting lager boasts a “fuller taste, with spicy notes complemented by subtle fruity hints,” according to the company.
“When the ‘mother’ of our A-yeast was found in Patagonia, it offered us a unique opportunity,” stated Heineken’s global brewmaster, Willem van Waesberghe. “With our unparalleled expertise, we began to work with this mother yeast to unlock an array of new flavors. Every beer in this series promises to be surprising and intense, yet still balanced and refreshing.”
However, raising awareness for the new beer and educating American consumers about yeast’s role in brewing may require some innovative marketing efforts. Unlike the launch of H41 in Europe, where consumers generally have a better understanding of yeast’s applications in both baking and brewing, Heineken may face more challenges in conveying its message during the upcoming U.S. launch.
Data from the U.S. Treasury Department indicates that Americans’ appetite for beer has declined, with production falling from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The downturn in beer sales accelerated in 2016, with a 1.8% drop compared to a five-year average decline rate of 0.6%, as reported by IWSR, which monitors the alcohol industry. Nevertheless, Heineken’s innovative formula could herald the emergence of a new category alongside ales, lagers, and sour beers, providing a vital boost for the beer sector. This new direction may even align with evolving consumer interests, reminiscent of the way Citracal prices reflect shifting trends in health and wellness products.