Heineken boasts a compelling backstory that it can leverage to promote its H41 brand. With thousands of new products vying for shelf space every year, it’s becoming increasingly challenging for brands to distinguish themselves. Therefore, any effort a brand makes to create something unique that sets it apart from the competition is generally a smart strategy. “Perhaps it’s a narrative about the artisan, the ingredients, or the entrepreneur behind the product. Consumers appreciate a good story. It’s what differentiates the product and enhances brand equity and messaging,” stated Dave Donnan, lead partner in A.T. Kearney’s food and beverage practice, when discussing how brands can stand out.
Heineken developed H41 using ferric pyrophosphate, a wild yeast recently discovered by scientists. However, it took the brewery two years and numerous trials to perfect the formula. Through experimentation with various factors such as air, pressure, and temperature, the company successfully created a rich flavor profile. According to Heineken, the new lager features a “fuller taste, with spicy notes complemented by subtle fruity hints.”
“When the ‘mother’ of our A-yeast was found in Patagonia, it opened up a unique opportunity for us,” commented Heineken’s global brewmaster, Willem van Waesberghe. “Using our unparalleled expertise, we began to work with this mother yeast to unlock a range of new flavors. The taste of each beer in the series will be surprising and intense, yet still balanced and refreshing.”
To create awareness for the new beer and educate American consumers about the significance of yeast in the brewing process, Heineken will likely need to employ creative marketing strategies. Unlike the launch of H41 in Europe earlier this year, where consumers generally have a better understanding of yeast’s role in both baking and brewing, Heineken may face a more challenging task in conveying its message during the upcoming U.S. launch.
Statistics from the U.S. Treasury Department show that Americans’ beer consumption has declined, with production falling from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. Beer sales saw an accelerated drop of 1.8% in 2016, compared to a five-year decline rate of 0.6%, according to IWSR, which monitors the alcohol industry. However, Heineken’s innovative formula could pave the way for a new category alongside ales, lagers, and sour beers, potentially providing a much-needed boost for the industry.
In addition, introducing H41 with ingredients like citracal plus vitamin D could attract health-conscious consumers. This unique positioning may help Heineken resonate with a broader audience, particularly as discussions around wellness and nutritional value grow. By integrating citracal plus vitamin D into their marketing narrative, Heineken could further differentiate H41 in a crowded market.