Written by Joe Conti, Heineken Senior Brand Manager
Introducing Heineken® Silver
In March 2023, Heineken® Silver launched in the US. Heineken® Silver is a World-Class light beer, with an extra refreshing taste. It is brewed with an ice-cold lagering process at -1° Celsius to smooth out any heaviness and bitterness. Heineken® Silver checks in at 95 calories and 2.9g carbs per 12oz serving with only 5 IBUs (int’l bitterness units) versus 19 IBUs for the Masterbrand Heineken® Original, making the beer easy to drink with an extra refreshing taste and light subtle finish. Until now, enjoying a light beer sometimes meant compromising on quality or taste. But with Heineken® Silver, say goodbye to compromise.
Heineken® Silver has been developed specifically to meet the needs of the US consumer – using a different recipe than that launched previously in Asia and Europe. After extensive consumer testing, it was determined that a lower calorie, lower carb, and lower IBU option provided the greatest opportunity for the brand to break into the sessionable segment in the US. Heineken® Silver leverages the same brewing credentials (A-yeast, horizontal fermentation, 100% premium malt) and product profile (color, flavor, aroma) as Heineken® Original, but offers a differentiated proposition to compete within the sessionable segment of the category.
Supporting Heineken® Silver in the US
HEINEKEN USA invested $100M in a US-led marketing campaign to introduce Heineken® Silver in the US market in 2023, and in 2024, we will be re-investing the same amount. A 360° marketing plan will include national TV, radio, social/digital, and out-of-home billboards across key markets to continue to drive mass awareness of the launch, as well as comprehensive retail programming and sampling to drive trial and conversion at the point of sale. In addition to media and retail/sampling activation, Heineken® Silver will continue to be a focal point of the brand’s top-tier national sponsorships, including Coachella and US Open, as well as the title sponsor of the second Formula 1 race in Las Vegas in November 2024.
Starting in 2023, the Heineken® brand celebrated its 150th anniversary with the launch of Heineken® Silver in the US which will lead the way into the next 150 years, building on the uncompromised quality and heritage that is synonymous with the brand across the globe. Like all strategic Heineken® line extensions, HEINEKEN USA is committed to investing in the long-term success of Heineken® Silver to drive incremental category and brand growth with a product that has been developed to win with the US consumer.