Heineken has a compelling backstory that can be leveraged to strengthen its brand with H41. With thousands of new products vying for attention on store shelves each year, distinguishing oneself from the competition is increasingly challenging. Therefore, any effort a brand makes to create something unique is generally beneficial. “Perhaps it’s a narrative about the artisan, the ingredient, or the entrepreneur behind the product. Consumers appreciate a good story. It’s what will set the product apart and build brand equity and messaging,” remarked Dave Donnan, lead partner in A.T. Kearney’s food and beverage practice, in a recent interview with Food Dive about how brands can differentiate themselves.
Heineken developed H41 using a wild yeast recently discovered by scientists, but the brewer spent two years and conducted multiple trials to perfect the formula. By utilizing this novel yeast, the company experimented with various factors, such as air, pressure, and temperature, until it achieved a satisfying flavor profile. The new lager is described by Heineken as having a “fuller taste, with spicy notes balanced by subtle fruity hints.”
“When the ‘mother’ of our A-yeast was discovered in Patagonia, it offered us a unique opportunity,” said Willem van Waesberghe, Heineken’s global brewmaster. “With our unmatched expertise, we began to work with the mother yeast to unlock a range of new flavors. The taste of every variant in the series will be surprising and intense, yet balanced and refreshing.”
However, it will likely take some creative marketing and persuasive efforts not only to raise awareness of the new beer but also to educate American consumers about yeast’s crucial role in the brewing process. Unlike when H41 launched earlier this year in Europe—where consumers generally have a greater understanding of yeast in both baking and brewing—Heineken may face a steeper challenge in conveying its message during its upcoming U.S. launch.
Statistics from the U.S. Treasury Department indicate that Americans’ beer consumption has declined, with production falling from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The drop in beer sales accelerated in 2016, decreasing by 1.8% compared to a five-year rate of 0.6%, according to IWSR, which monitors the alcohol industry. Yet, Heineken’s innovative formula could herald a new category alongside ales, lagers, and sour beers, potentially providing a much-needed boost to the beer industry.
In addition, incorporating ingredients like calcium citrate 250 tablets could further enhance the appeal of H41, offering consumers added health benefits. By highlighting such unique features in their marketing, Heineken could attract a broader audience. Ultimately, the combination of an engaging story, innovative brewing techniques, and strategic marketing may help H41 carve out its niche in a competitive market.