Currently, Heineken is one of the strongest brands of beer within the beverage industry.
By Leonie Roderick 19 May 4: But it has designs on being the biggest.
And to get it that it has a surprising strategy — to make non-alcoholic beer a mainstream drink. As the name suggests it has no alcohol, just 69 calories per bottle and is available in 14 markets. That could be people training for a marathon, pregnant women, or the designated driver for the evening.
To promote the new product, it will be launching an integrated campaign that will include a TV ad, digital and experiential activity, as well as promotions in supermarkets and bars. The move comes as the beer sector faces new challenges. Lager sales are falling as craft beer becomes more popular and people move onto other alcoholic beverages.
There also seems to be a growing consumer appetite for drinks without alcohol. And while growth in the overall beer market is flat, the non- and low-alcoholic beer market is showing the opposite.
That said, there are various challenges Heineken will need to overcome. We explore what the brand will have to focus on in order to make its beer a success.
Standing out from competition Unsurprisingly, Heineken is not the only brand trying to break into the non-alcohol sector; a number of leading breweries have launched alcohol-free beers in recent years, signalling a growing commitment from the industry.
Craft brewers are also looking into low-alcohol and alcohol-free beers. They want to bring in new variants, but still want consumers to recognise their brand.
Convincing consumers on taste One of the major problems facing low- and non-alcoholic beer is the perception that it tastes bad. Historically, the category has often gone hand-in-hand with weaker flavours and poorer quality — and this perception is only gradually starting to change.
Historically, the category has often gone hand-in-hand with weaker flavours and poorer quality. However, this is difficult. Creating a non-alcoholic beer requires the alcohol to be stripped out after the brewing process, altering the taste. Most importantly, the brand needs to have a strong sampling strategy in place for supermarkets and pubs so that people can test the product.
Only then will taste perceptions shift. Appealing to both sexes According to Mintel, penetration of lower-alcohol drinks is higher among men and significantly above average for to year-olds.
The same is true for non-alcoholic and alcohol-free beer. That said, there is a significant opportunity for Heineken to appeal to both men and women with its messaging, as both sexes look to become healthier and cut down on drinking.
This is something already playing out in the craft beer sector, says Loudon. But with the premium and craft revolution, brands have become much more focused on the quality of the product rather than appealing to laddish culture.
Staying realistic Lastly, it is important for Heineken not to run away with its ambitions and be realistic about what it can achieve. While the low- and no-alcohol beer category is experiencing a lot more growth compared to the overall beer sector, it is coming from a small base.brewers in the United States are Anheuser-Busch and MillerCoors.
These two companies Heineken is one of the main companies in this strategic group, as is Crown Imports, a joint venture between The beer industry is constantly changing while industry sales remain flat. Beer Market report also include data type such as capacity, production, market share, price, growth rate, consumption, import, export etc.
Industry chain, manufacturing process, cost structure, marketing channel are also analyzed in this report. As a beer company, Heineken has more challenges, and ones it does not have to deal with in Europe. In the U.S., because Heineken is a brewer, legal regulations prohibit the company from selling.
The combined company would control nearly one-third of the global beer market. Belgium-based AB InBev, already the world’s largest brewer, makes Budweiser, Corona, Stella Artois and Beck’s.
beer industry summit in new orleans The take-away from the Beer Industry Summit in the Big Easy: beer is still big, but it’s not always easy.
Beer Business Daily’s Harry Schuhmacher did not sugarcoat the current state of the industry in his opening: “One of the biggest changes in this industry is that we are now going on. Jan 03, · Today, there are about different styles of beer sold in the world, most of which originate from Germany, the UK, Ireland, France, Belgium and North America.
As with many other consumer goods, beer is increasingly facing price-based market segmentation.