Australia: Heineken unveils new low-calorie Heineken 3 beer

Heineken has unveiled a low-calorie and low-carbohydrate brand extension, dubbed Heineken 3, in a push to appeal to more Australians and more usage occasions, Marketing reported on August 26.

The product launch is the first that Heineken has released in Australia since Heineken first arrived. It will be supported by a high-impact nationwide campaign with the aim of establishing the brand into the Australian market and drive trials for consumers. Australia will also be the first market globally to launch the Heineken 3 brand.

Heineken says the launch seeks to capitalise on the growing demand for premium mid-strength beer, with the company identifying huge growth potential among occasional beer drinkers in Australia.

Heineken 3 has 86 calories per bottle, five grams of carbohydrates and 3.3% ABV. The latter claim is supported by success at the World Beer Championships as best Lower Calorie lager in 2013 and 2014 and a Gold Medal at the 2015 European Beer Star Awards for best German Style Liechtbier.

Heineken says the product has proved extremely popular in early consumer trials in Australia. Heineken believes this will provide a platform to grow the premium mid-strength category in the coming months and leverage ongoing consumer trends around premiumisation and moderation. Furthermore, it’s expected Heineken 3 will be an opportunity to recruit more female consumers, particularly among those who want an easier drinking and lower-calorie lager.

“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,” says Andrew Campbell, managing director at Heineken Lion Australia. “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.”

“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 and 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,” Campbell says.

21 August, 2016