Heineken refreshes lager category with new launch, Silver

Heineken has announced the launch of a new lager, Silver, billed as the biggest innovation in the European drinks industry this decade.

Targeting the Gen Y and Gen Z drinkers, the extra-refreshing lager at 4% ABV is made using an ice-cold brewing process at-1°C for a crisp flavour and subtle finish, with a low bitterness of 10 IBUS (International Bitterness Units) offering a lighter drinking profile.

The brewer said Heineken Silver will deliver a premium offering and a more accessible taste that will drive appeal and sales among younger adult drinkers, as the launch comes in response to changing drinker demands and needs.

While the lager category has grown 34 per cent since 2019, sales among Gen Z and Y drinkers have declined by 2 per cent and penetration amongst 18-to-24-year-olds has halved over the last seven years.

Heineken Silver has been crafted to meet the need for more subtle, refreshing and accessible beers to suit the tastes of younger adult consumers, ensuring retailers have a premium beer that will serve this fast-growing customer demand and help them unlock a £315m value opportunity in the lager category.

Alexander Wilson, category & commercial strategy director – off trade, Heineken UK, said: “Our research shows growing popularity for premium and lighter style drinks, particularly among Gen Y and Gen Z drinkers who are looking for better quality beverages while also moderating their alcohol intake. As lager under-indexes with Gen Y and Gen Z drinkers, the opportunity is to add lager to their shopping baskets.

“Heineken Silver offers these drinkers a more inclusive and accessible taste that also meets their needs for a more refreshing lager, opening up new opportunities to drive incremental sales for retailers.”

Heineken added significant value within the alcohol-free lager market with the launch of Heineken 0.0, further establishing brand equity among younger consumers. Bram Westenbrink, global Heineken brand director, said: “The history of Heineken is a history of brewing excellence and innovation. As a brand, we work hard to keep a finger on the pulse of consumers’ changing preferences. That’s what inspired us to launch Heineken 0.0 a few years ago, addressing skyrocketing demand for non-alcoholic alternatives. Heineken Silver represents our next step on that journey, as we provide a more subtle, refreshing beer for a new generation of drinkers.”

An additional one million HLS sales opportunity has been identified by Heineken for the wider launch of Heineken Silver, which will be made available in 14 countries this year including the UK.

Heineken will support the launch of Heineken Silver with a record £20 million campaign across on-trade and off-trade that will build affinity for the brand among Gen Y and Gen Z consumers. This will feature a disruptive launch plan to inspire a new generation of Heineken fans.

Heineken Silver will be available across UK grocery, convenience, and wholesale from 21 March in 4x330ml bottles (RRP £4.50), 12x330ml bottles (RRP £12.00) and 6x330ml slim-line cans (RRP £5.50). The range will feature a premium and modern packaging design, with messaging that promotes Heineken Silver’s extra refreshing taste credentials to shoppers.