- Rolling out across the on-trade from April, Heineken® Silver is poised to add over £100M in value to the lager category
- The light lager category has grown market share by 40% in five years
- Europe-wide launch in 15 countries and the biggest innovation from the Heineken® brand since the highly successful introduction of Heineken® 0.0
- Backed by £20M in marketing investment, Heineken® Silver will be unmissable with TV advertising, disruptive social media, in-outlet visibility, mass sampling and exposure at major sporting events
HEINEKEN UK is set to shake-up the lager category with the launch of a premium lighter brew: Heineken® Silver. An extra-refreshing lager at 4% ABV, Heineken® Silver is brewed at -1°C for a crisp flavour and subtle finish, offering a lighter drinking profile.
“Premiumisation is one of the most powerful drivers of market growth. With more and more consumers – particularly Generation Z and Y drinkers – looking to drink less but better-quality beverages, Heineken® Silver presents a real opportunity for our customers,” said HEINEKEN UK On-Trade Director Stephen Watt. “In fact, Heineken® Silver has the potential to add significant growth to the category and bolster light lager’s total on-trade market value.”
Although showing 40% market share growth in the last five years, light lager has not premiumised at the same rate as other beer categories. Premiumisation is one of the most powerful drivers of market growth, but light lager is priced too low for customers to consider it premium. On average, over two-thirds of stockists serve light lager at just 10p more per pint than the cheapest lager on the bar. Had light lager premiumised at the same rate as continental lager, the market would be worth an additional £40M. Heineken® Silver taps into the growing demand for light lager, driven by next generation beer drinkers, as well as the premiumisation trend, allowing operators to trade customers up into a new price point worth over £100M to the market.
“Heineken®, which added significant value by reinvigorating the alcohol-free lager category with the launch of Heineken® 0.0, already has an established brand equity with younger consumers and over indexes in group social occasions,” Watt continued. “We are confident the introduction of a premium, more refreshing beer, brewed with famous Heineken® A-yeast and pure malt is sure to be a real hit with 18-34-year-olds. In fact, 95% of younger consumers asked said Heineken® Silver was ’truly refreshing’ and something they would buy. HEINEKEN UK is committed to sourcing sustainably farmed barley where possible that supports HEINEKEN’s wider commitments to Brew a Better World”
Available in the UK on-trade and across Europe from 4th April on draught and in 33cl bottles, Heineken® Silver’s launch will be backed by an unmissable UK-wide £20M marketing campaign to inspire a new generation of Heineken® fans. More details will be made available on March 17th. Furthermore, Heineken® Silver will stand out on the bar with a sleek font design, modern eye-catching glassware, and engaging POS and marketing materials.