By Andy Young
Heineken has launched Heineken 3, a mid-strength, lower calorie, lower carbohydrate beer; it’s the brand’s first new product launch in Australia since Heineken first arrived.
The launch of Heineken 3 has also signalled the first phase of Heineken’s biggest-ever Australian marketing campaign, which will be rolling out over the next 18 months.
Andrew Campbell, Managing Director at Heineken Lion Australia, said: "We have big plans for the Heineken 3 brand here in Australia and this is supported by the significant investment we have put behind our launch and marketing campaign.
“We believe it will shake up the market with its compelling offering, quality and great taste. Consumers want brands and products that complement their modern, active and spontaneous lifestyles without compromising on taste or quality. This is exactly what consumers can expect from Heineken 3, a great tasting lower calorie beer brewed to the same world famous quality and standards as Heineken.”
The new beer is Heineken’s attempt to capitalise on two key growing segments within Australia’s beer category. The recent IRI and Australian Liquor Stores Association State of the Industry Report highlighted that the low carbohydrate beer segment enjoyed six per cent value growth in 2015 and 4.7 per cent volume growth. The mid-strength beer segment also saw growth, up 3.7 per cent in value and 1.7 per cent in volume.
The new Heineken will also see the brand introduce a number of pack sizes to retail stores including regular six and 24 packs along with a new 12 pack, to answer the necessity of smaller and more convenient formats which, the company said, “play a role in more occasions”.
Campbell added: "In Australia, Heineken has a reputation for delivering innovative and impactful campaigns to market. With Heineken 3, we are continuing to deliver on this through product innovation and providing engaging experiences that build awareness & encourage trial in a responsible way.
“This is in line with our global commitment to promoting moderate drinking and encouraging consumers to enjoy Heineken responsibly."
Heineken 3 is available now nationally for all retailers.