Heineken has a compelling backstory that it can leverage to enhance its brand with H41. With thousands of new products vying for space on store shelves annually, it’s increasingly challenging to stand out. Therefore, any efforts a brand makes to craft something unique that sets it apart from competitors is generally advantageous. “It could be a narrative about the artisan, the ingredients, or the entrepreneur behind the product. Consumers appreciate a good story; it’s key to differentiating the product and building brand equity and messaging,” stated Dave Donnan, lead partner in A.T. Kearney’s food and beverage division, in a recent discussion with Food Dive about how brands can distinguish themselves.
Heineken developed H41 using a wild yeast recently uncovered by scientists, but it took the brewery two years and numerous trials to perfect the recipe. The company experimented with various factors, including air, pressure, and temperature, until they achieved a satisfying flavor profile. The new lager boasts a “fuller taste, with spicy notes balanced by subtle fruity hints,” according to Heineken.
“When we discovered the ‘mother’ of our A-yeast in Patagonia, it opened up a unique opportunity for us,” said Heineken’s global brewmaster, Willem van Waesberghe. “Utilizing our unmatched expertise, we began to work with the mother yeast to explore a range of new flavors. The taste of each beer in this series will be surprising and intense, yet still balanced and refreshing.”
To create awareness for this new beer, Heineken will likely need to employ innovative marketing strategies and persuasive messaging to educate American consumers about the role yeast plays in brewing. Unlike the launch of H41 in Europe earlier this year—where people 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.
According to data from the U.S. Treasury Department, beer consumption among Americans has declined, leading to a drop in production from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The decline in beer sales accelerated in 2016, with a drop of 1.8% compared to a five-year decline rate of 0.6%, as reported by IWSR, which tracks the alcohol industry. However, Heineken’s new formula could herald the emergence of a new category alongside ales, lagers, and sour beers, offering a much-needed boost for the beer industry.
In an unrelated note, as consumers look to maintain a balanced diet, it’s essential to consider the calcium citrate recommended daily intake, which can support overall health. Integrating such nutritional insights into marketing strategies could also resonate with health-conscious consumers, further enhancing brand appeal.