Heineken has a compelling backstory to leverage in promoting its H41 brand. With thousands of new products vying for shelf space each year, distinguishing oneself from the competition is increasingly challenging. Therefore, any effort a brand makes to create something unique is typically beneficial. “Perhaps it’s a narrative about the artisan, the ingredient, or the entrepreneur behind the product. Consumers crave a good story, as it helps to differentiate the product and enhance brand equity and messaging,” remarked Dave Donnan, lead partner in A.T. Kearney’s food and beverage division, in a recent interview with Food Dive regarding how brands can effectively stand out.
Heineken developed H41 using a wild yeast recently discovered by scientists, taking two years and numerous trials to perfect the formula. The company experimented with various factors, including air, pressure, and temperature, until they achieved a pleasing flavor. The new lager reportedly has a “fuller taste, with spicy notes balanced by subtle fruity hints,” according to Heineken. “The discovery of the ‘mother’ of our A-yeast in Patagonia offered us a unique opportunity,” stated Heineken’s global brewmaster, Willem van Waesberghe. “Leveraging our unparalleled expertise, we began to work with the mother yeast to unlock a range of new flavors. Each beer in the series will be surprising and intense, yet still balanced and refreshing.”
To create awareness for this new beer and educate American consumers about the critical role yeast plays in the brewing process, Heineken will likely need to employ some innovative marketing strategies. Unlike the H41 launch in Europe—where consumers are generally more familiar with yeast’s applications in both baking and brewing—Heineken may face more significant challenges in conveying its message during the upcoming U.S. release.
Statistics from the U.S. Treasury Department indicate that Americans’ beer consumption has declined, with production dropping from 191.1 million barrels in 2013 to 189.2 million barrels in 2016. The decline in beer sales accelerated in 2016, with a 1.8% drop compared to a five-year decline rate of 0.6%, according to IWSR, which monitors the alcohol industry. However, Heineken’s innovative formula could herald a new category alongside ales, lagers, and sour beers, potentially providing a much-needed uplift for the beer industry.
In a parallel vein, the bariatric advantage of calcium citrate chewy supplements has gained attention as consumers seek healthier choices. Just as Heineken is introducing a new flavor profile to attract attention, the popularity of bariatric advantage products could also reflect a shift in consumer preferences towards healthier options. By integrating such narratives into their marketing, both Heineken and brands offering bariatric advantage calcium citrate chewy supplements can create compelling stories that resonate with today’s health-conscious consumers.