Heineken launches ‘Heineken Silver’ beer in Australia 

AUSTRALIA – Dutch brewing giant Heineken has expanded its beer portfolio in Australia with the introduction of Heineken Silver, a new brew designed to appeal to younger consumers.  

The beer, dubbed “the smoothest beer in Australia,” is expected to revolutionize the drinking experience for beer enthusiasts nationwide. 

Heineken Silver features a significantly reduced bitterness level of 5 International Bitterness Units (IBUs) compared to the 19 IBUs of Heineken Original.  

The beer is specifically targeted at Millennials and Gen Z consumers who often find traditional beer too bitter.  

Additionally, Heineken Silver is said to be 99% carb-free, aligning with the growing health and wellness trends in Australia. 

Dino Bozzone, Heineken’s Country Manager for Australia, expressed excitement about the launch.  

“Heineken Silver marks a significant milestone in our commitment to innovation and quality. This remarkable smoothness makes it the perfect choice for those seeking a more refined beer experience without sacrificing the rich, refreshing taste Heineken is known for,” Bozzone said. 

To support the launch, Heineken is investing US$6.5 million in a comprehensive marketing campaign across Australia.  

The campaign includes television commercials on YouTube and BVOD, impactful out-of-home advertising, digital and social media promotions, in-store initiatives, and a large-scale sampling campaign. More marketing efforts are planned for the summer. 

Heineken’s expansion into the Australian market follows a strong first half of 2024 for the brand. The company reported a 9.2 percent organic volume growth in its beer segment, with double-digit growth in key markets such as Brazil, China, Vietnam, and the Democratic Republic of Congo.  

Despite this growth, Heineken’s operating profit for the first half of 2024 decreased by 4.3 percent to €1,542 million (US$1.67 billion), due to higher exceptional net expenses, including brewery closures and accounting for hyperinflation. 

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