Heineken has unveiled a new drinks range, aimed at the nation’s 13 million lager drinkers who have yet to sample craft beer.
The Maltsmiths Brewing range launches with a Bavarian-style Pilsner and American-style IPA as its first offerings.
Maltsmiths Pilsner and Maltsmiths IPA (both 4.6% ABV) are available now in 330ml cans and bottles, at an RRP of £1.85.
Sam Fielding, from Heineken’s new beer team, said Maltsmiths was created to support the brewer’s customers and grow the craft beer category for the entire industry.
“The fact is, 75% of beer drinking consumers have never tried what is commonly referred to as ‘craft beer’,” he explained. “This is about getting curious beer drinkers into the category and expanding their repertoire with more flavoursome beers – which will be a springboard for them to discover beers from the 1,500 breweries in the UK.”
In support of the launch, Heineken offered retailers five tips, which it said would help them increase trade:
- Maximise your beer sales by making craft beer available within your shop. Build it and consumers will come!
- To maximise your sales potential, your range should appeal to the ‘beer curious’ as well as the ‘beer connoisseurs’
- Your range should include the key beer styles for both locally brewed and imported craft beers
- Make your craft beers visible to maximise your sales
- Feature information and tasting notes to help demystify and drive interest and trial
