Range change for drinks giant

Heineken announces raft of new products and refreshes

Heineken has announced a number of tweaks to its portfolio, including a refreshed look for one of its flagship lager brands.
In response to what it describes as a consumer trend “towards moderate alcohol consumption”, the company has introduced a non-alcoholic version of Heineken, called Heineken 0.0.

The launch of the beer, which contains just 69 calories, is being supported by a claimed £2.5 million marketing investment and coincides with the brewer’s announcement that it has renewed its sponsorship of the Rugby World Cup.
The agreement will see Heineken continue as official partner to the tournament, with exclusive pouring rights, LED pitch advertising and ticket giveaways.

Heineken has also unveiled a major rebrand for its Foster’s lager.
Set to roll out in the on-trade from next month, the new look is designed to boost appeal and highlight the brand’s Australian heritage.
The Foster’s lettering has been made more prominent, and glassware and a silver font with blue accents have also been unveiled for the on-trade.

Elsewhere, the company has introduced a new variant of tequila-flavoured beer, Desperados.
Desperados Dos is aimed at driving more people into the beer category. With a higher ABV of 7%, and packaged as a smaller serve in 250ml bottles, Desperados Dos is said to have reduced carbonation, which makes it smoother to drink.
Heineken is aiming to position the beer as an option for customers looking to “make the transition from early evening into the night”.

Meanwhile, the firm has taken aim at the craft cider market with the launch of a new artisanal range under its Bulmers brand.
The Bulmers Brand Pioneers range launched into the trade this month with the roll out of two new variants said to have been produced in collaboration with Herefordshire apple growers.

Cider makers Kier Rodgers and Sarah Hawkins have teamed up with Heineken to create their own branded ciders: Sarah’s Red Apple Cider and Kier’s Cloudy Apple Cider.

The pair are said to have grown the apple varieties used in the cider and collaborated with Heineken on recipe development.
The two ciders are available from this month in single 500ml bottles.