Heineken is to release ‘Heineken Silver’ a 4% ABV lager in 4x330ml bottles (RRP £4.50), 12x330ml bottles (RRP £12.00) and 6x330ml slim-line cans (RRP £5.50). Heineken Silver is brewed using an ice-cold lagering process at -1° C. Which they say makes it "An accessible & unique 4% premium lager with a crisp and subtle finish with the signature fruit aroma of Heineken Original". (1)
Alexander Wilson, the Category & Commercial Strategy Director had this to say “Our research shows growing popularity for premium and lighter style drinks, particularly among Gen Y and Gen Z drinkers who are looking for better quality beverages while also moderating their alcohol intake.
“As lager under-indexes with Gen Y and Gen Z drinkers, the opportunity is to add lager to their shopping baskets. Heineken Silver offers these drinkers a more inclusive and accessible taste that also meets their needs for a more refreshing lager, opening up new opportunities to drive incremental sales for retailers.” (2)
To support this they are throwing a £20m marketing campaign across on-trade and off-trade with aims to build affinity for the brand among Gen Y and Gen Z. This includes a bold plan to inspire the new generation of Heineken fans.
More details on this campaign will be announced soon.