Heineken says it is set to reinvigorate the lager category for Gen Y and Gen Z drinkers with the launch of Heineken Silver, “the biggest innovation in the European drinks industry this decade”.
Heineken Silver (4% ABV) is brewed at -1°C for a crisp flavour and subtle finish using pure malt and sustainably farmed barley. It has a low bitterness of 10 IBUs (International Bitterness Units), offering a lighter drinking profile.
It launches in response to changing drinker demands and needs, and with the hope of unlocking £315m in sales. While the lager category has grown +34% since 2019, sales among Gen Z and Y drinkers have declined by 2% and penetration amongst 18 to 24-year-olds has halved over the last seven years. Heineken says younger adult consumers are now looking for “more subtle, refreshing and accessible beers” to suit their tastes.
Heineken’s research shows growing popularity for premium and lighter-style drinks, particularly among younger drinkers looking to moderate their alcohol intake, as Alexander Wilson, Category & Commercial Strategy Director – Off Trade, Heineken UK, explained: “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.”
The launch is supported with a £20m campaign across the on- and off-trades that seeks to build affinity for the brand among Gen Y and Gen Z consumers. More details will be available on 17 March.
Heineken Silver rolls out across UK grocery, convenience, and wholesale from 21 March in 4x330ml bottles (RSP £4.50), 12x330ml bottles (RSP £12) and 6x330ml slim-line cans (RSP £5.50). The range offers a premium and modern packaging design, with messaging that promotes Heineken Silver’s extra refreshing taste credentials to shoppers.
