On The Shelf

Heineken 3 mid-strength beer

Heineken’s latest innovation, Heineken 3 mid-strength beer, is the first the company has released in Australia since its arrival here.

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

The company has also analysed data and insights from Australian consumers to identify opportunities to leverage spontaneous, easy-drinking, mid-energy and mid-afternoon consumption occasions. This will form a major part of a strategy to enable the brand to access more drinkers in more occasions.

The beer enables consumers to “Have It All’. This is communicated through the product’s three key attributes: lower calories, lower carbohydrates and an award-winning great taste.

The latter is supported by award-winning success at the World Beer Championships as best Lower Calorie lager in 2013 & 2014 and a Gold Medal at the 2015 European Beer Star Awards for best German Style Liechtbier.

The beer has only 86 calories per bottle, 5g carbs and 3.3 per cent ABV so consumers no longer have to compromise on taste and premium experience when choosing a lower calorie beer.

Furthermore, research has shown that the beer is appealing not just to its traditional core target male audience but it’s also an opportunity to recruit more female consumers, particularly among those who want an easier drinking and lower calorie lager.

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