E-Malt.com News article: USA: Heineken introduces 8.5 oz slim can format

Heineken US is to introduce the first 8.5 oz slim can format in the premium price segment. From 1 March 2014, Heineken 8.5 oz slim can 12-packs will roll out at retail outlets across the US, FoodBev.com reported on January 30.

"The 8.0 oz to 8.9 oz can size experienced explosive growth in 2012, growing 356% in case volume and 522% in dollar volume and now represents an 8.2 million case segment and growing," said Belen Pamukoff, Heineken brand director for Heineken US. "42% of that growth is generated in the c-store channel, where the 8.5 oz can format is outpacing all other sizes and is a preferred pack size among ethnic consumers.

"We are excited to now offer shoppers Heineken 8.5 oz slim cans, the first premium 8.5 oz format that caters to the growing Hispanic and African American demographic who prefer upscale beer and Heineken to mainstream counterparts.

"The 8.5 oz can is the perfect size for outdoor and sports-viewing occasions. The smaller can size ensures a colder liquid per serving, while Heineken's superior taste and contemporary upscale pack graphics provide consumers with a premium and memorable beer-drinking experience."


31 January, 2014