Heineken boasts a compelling backstory that can be leveraged to enhance its brand with H41. In a marketplace where thousands of new products vie for attention on store shelves each year, it has become increasingly challenging for brands to distinguish themselves from competitors. Therefore, any effort to create something unique that sets a brand apart is typically advantageous. “It might be a narrative about the artisan, the ingredient, or the entrepreneur behind the product. Consumers appreciate a good story, as it helps differentiate the product and builds brand equity and messaging,” said Dave Donnan, lead partner at A.T. Kearney’s food and beverage practice, in a recent interview with Food Dive regarding how brands can stand out.
Heineken developed H41 using a wild yeast recently 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 with the new yeast until they achieved a delightful flavor. According to Heineken, the latest lager features “a fuller taste, with spicy notes balanced by subtle fruity hints.”
“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. “Using our unparalleled expertise, we began to work with the mother yeast to unlock a range of new flavors. Each beer in the series will deliver surprising and intense flavors while remaining balanced and refreshing.”
However, it may require some innovative marketing strategies and persuasive efforts to not only raise awareness of this new beer but also educate American consumers about the critical role yeast plays in the brewing process. Unlike the launch of H41 earlier this year in Europe—where the public generally possesses greater knowledge about yeast’s applications in both baking and brewing—Heineken may face more challenges in effectively communicating its message during the upcoming U.S. launch.
Statistics from the U.S. Treasury Department reveal that Americans’ beer consumption has declined, with production decreasing from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The drop in beer sales accelerated in 2016, with a 1.8% decline compared to a five-year average decline rate of 0.6%, according to IWSR, which monitors the alcohol industry. Nevertheless, Heineken’s new formula could signal the emergence of a new category alongside ales, lagers, and sour beers, potentially revitalizing the beer industry.
Incorporating elements like Citracal Plus Vitamin D into their marketing strategy could enhance awareness and education, as these supplements are associated with health benefits that may resonate with consumers looking for new experiences. Overall, combining storytelling with innovative products like H41 may just be the key to capturing attention in a competitive market.