Heineken has unveiled its biggest launch since Heineken 0.0 – Heineken Silver, which has been dubbed ‘the smoothest beer in Australia’.
The brew has been crafted to appeal to those that find beer too bitter, of which a high percentage are Millennials and Gen Z.
Heineken Silver stands at only 5 IBUs on the bitterness scale, compared to the 19 of Heineken Original, which is the global standard measurement of bitterness for beer. It is also 99% carb free to address the increasing health and wellbeing trends in Australia.
“We are thrilled to introduce Heineken Silver to the Australian market,” said Heineken Country Manager Dino Bozzone.
“This launch marks a significant milestone in our ongoing commitment to innovation and quality. Heineken Silver is a testament to our dedication to crafting beers that meet the evolving preferences of our consumers and driving category growth for our customers. This remarkable smoothness makes Heineken Silver the perfect choice for those seeking a more refined beer experience without sacrificing the rich, refreshing taste Heineken is known for.”
Heineken Silver’s arrival in Australia comes off the back of a strong year for the Heineken brand. The Heineken trademark grew +2.4% (volume) in the MAT to June 2024 against the backdrop of a declining beer category (-3.1%) and declining premium international segment (-6.7%) (IRI Total Defined Market – Measured Retail).
Available at beer stockists from 5 August 2024 with an RRP of $56.
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