Heineken has launched Heineken Silver – “a new beer for a new generation of beer drinkers” – in cruise and ferry markets.
The lager, which has a 4% ABV, is crafted using an ice-cold brewing process at -1°C to offer a “crisp flavour and subtle finish”.
According to Heineken, Silver is balanced to provide a lighter drinking profile that “works across a wide spectrum of drinking occasions”. The company believes that no other beer has been developed with such a precise focus on the specific needs of its target audience.
Heineken Global Duty Free Global Account Manager Cruises Christian Klimpke said: “With its refreshing and easy-to-drink taste profile, Heineken Silver is the ideal onboard drink for any occasion.
“Our research shows rising consumer demand for mindful consumption with accessible, premium and lighter style, lower alcohol drinks; a trend growing at 40% in the last five years, across all age groups and especially notable among millennials, Gen Y and Gen Z drinkers.”
He noted that Heineken Silver is both accessible and inclusive and has a contemporary look which makes it “ideal for social occasions and perfect for the cruise and ferry market”.
“We believe that 4% ABV is a ‘sweet spot’, delivering the balance consumers desire and, as lager under-indexes with Gen Y and Gen Z drinkers, Heineken Silver is a huge opportunity for us to engage with this crucial audience.”
Klimpke said Heineken has adopted a holistic approach to the Silver launch, with activations for consumers, end customers and crew.
Heineken Silver has been brewed with the same ingredients used across the brand’s 149-year heritage: water, barley malt, hop extract and A-Yeast. To ensure its taste meets the needs of a new generation of drinkers, its taste profile, according to Heineken, is “unmistakably aligned to the classic original taste profile of its ‘older brother’”.
Heineken Global Craft and Brew Master Willem van Waesberghe commented: “Heineken Silver was brewed to be an all-round crowd pleaser, and the perfect partner to celebrate authentic moments of joy and real beer moments.”
Heineken Silver is launching in cruise and ferry markets throughout 2022. It is initially available in 330ml bottles. Reflecting the marketing channels and formats that provide optimal reach to Gen Y and Gen Z, the physical launch of Heineken Silver was preceded by an intriguing social media campaign launch in the Metaverse as ‘the world’s first virtual beer’.
