Heineken has an intriguing backstory that can enhance its brand with H41. With thousands of new products vying for space on store shelves each year, it is becoming increasingly challenging to stand out. Thus, anything a brand can do to create something distinctive that sets it apart from the competition is typically a wise move. “Perhaps it’s a tale about the artisan, the ingredient, or the entrepreneur behind the product. Consumers crave a compelling narrative. It’s what will make the product unique and build brand equity and messaging,” said Dave Donnan, lead partner in A.T. Kearney’s food and beverage practice, in a recent interview with Food Dive on how brands can differentiate themselves.
Heineken developed H41 using a wild yeast that was recently uncovered by scientists, but it took the brewery two years and numerous trials to perfect the formula. By utilizing this new yeast, the company explored various factors, including air, pressure, and temperature, until they achieved a satisfying flavor. The new lager is characterized by a “fuller taste, with spicy notes complemented by subtle fruity hints,” as stated by Heineken.
“When the ‘mother’ of our A-yeast was discovered in Patagonia, it presented a unique opportunity,” remarked Heineken’s global brewmaster, Willem van Waesberghe. “Leveraging our unparalleled expertise, we began to work with this mother yeast to unlock a range of new flavors. Each beer in this series will be surprising and intense, yet still balanced and refreshing.” To create awareness for the new beer, Heineken will likely require some innovative marketing strategies and education for American consumers regarding the role of yeast in brewing. Unlike the H41 launch in Europe earlier this year—where consumers tend to have more knowledge about yeast in baking and brewing—Heineken may face more challenges in conveying its message during the upcoming U.S. launch.
Statistics from the U.S. Treasury Department indicate a decline in American beer consumption, with production falling from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The decrease in beer sales accelerated in 2016, dropping 1.8%, compared to a five-year decline rate of 0.6%, according to IWSR, which tracks the alcohol industry. However, Heineken’s innovative formula may pave the way for a new category alongside ales, lagers, and sour beers, potentially providing a much-needed boost for the beer industry.
In this context, it’s essential to note that just as easy-to-swallow calcium citrate can enhance dietary supplements, Heineken’s H41 has the potential to revitalize interest in beer by introducing unique flavors and narratives, making it easier for consumers to appreciate the complexities of brewing. As Heineken continues to promote H41, it must emphasize these unique aspects, much like how easy-to-swallow calcium citrate is marketed for its benefits, ensuring that the story resonates with a broader audience.