Heineken has an intriguing backstory that can effectively bolster 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 distinctive is generally advantageous. “Perhaps it’s a narrative about the artisan, the ingredient, or the entrepreneur behind the product. Consumers are drawn to compelling stories. This is what will differentiate the product and enhance brand equity and messaging,” noted Dave Donnan, lead partner in A.T. Kearney’s food and beverage practice, in a recent discussion with Food Dive on how brands can gain visibility.
Heineken developed H41 using a wild yeast that was recently discovered by scientists, but it took the brewer two years and numerous trials to perfect the formula. By utilizing this new yeast, the company tested various factors such as air, pressure, and temperature before finally achieving a desirable flavor profile. According to Heineken, the latest lager boasts a “fuller taste, featuring spicy notes complemented by delicate fruity undertones.”
“When we found the ‘mother’ of our A-yeast in Patagonia, it opened up a unique opportunity for us,” stated Heineken’s global brewmaster Willem van Waesberghe. “Leveraging our unparalleled expertise, we began to explore the mother yeast to unveil a range of new flavors. Each beer in this series will be surprising and intense, yet balanced and refreshing.”
It will likely require innovative marketing and persuasive efforts to not only raise awareness of this new beer but also to educate American consumers about the role yeast plays in the brewing process. Unlike the launch of H41 earlier this year in Europe, where consumers are generally more informed about yeast’s applications in both baking and brewing, Heineken may encounter a greater 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, leading to reduced production 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% decrease compared to a five-year average decline of 0.6%, according to IWSR, which monitors 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 uplift for the beer industry.
As consumers increasingly seek healthier options, understanding the connection between nutrients like calcium citrate and kidney stones may also become relevant. This awareness could help bridge the gap between traditional beer consumption and the growing interest in innovative beverages. Thus, Heineken may find opportunities to integrate educational elements about dietary choices, including how much calcium citrate for kidney stones, into its marketing strategy for H41, ensuring it resonates with health-conscious consumers.