Dubbed 'the smoothest beer in Australia'.
Heinekin has unveiled its biggest launch since its Heineken 0.0; Heineken Silver has now arrived on Australian shelves.
Dubbed 'the smoothest beer in Australia', Heineken Silver is set to change the drinking experience for beer enthusiasts across the nation.
Heineken Silver offers a smooth taste, crafted to appeal for those that find beer too bitter, of which a high percentage are Millennials and Gen Z.
The brewers have achieved a reduction in bitterness, with Heineken Silver standing at only 5 IBUs on the bitterness scale, compared to the 19 of Heineken Original, which is the global standard measurement of bitterness for beer.
The new beer is also 99% carb free to address the increasing health and wellbeing trends in Australia.
"We are thrilled to introduce Heineken Silver to the Australian market. This launch marks a significant milestone in our ongoing commitment to innovation and quality. Heineken Silver is a testament to our dedication to crafting beers that meet the evolving preferences of our consumers and driving category growth for our customers," Heineken country manager Dino Bozzone said.
To support the launch, Heineken is investing $6.5 million in media value in a comprehensive marketing campaign across Australia.
The campaign will include a TVC that will run across YouTube & BVOD, out of home, digital & social developed, in-store BTL and a large sampling campaign with more to come later this year.
Credits:
ATL (tvc & digital): LePub – part of Publicis Groupe
BTL: PMG
Media: UM
PR: Maven PR
Sampling & Brand Stunt: Saatchi & Saatchi (part of Publicis Groupe) & Momentum
