Adelani Ogunrinade recently chatted with Bhavna Mistry, Senior Brand Manager at HEINEKEN, about the launch of the remarkable new Silver product.
- What should Beer enthusiasts expect from Heineken Silver?
Heineken® Silver is an extra crisp, extra smooth beer with a subtle finish, making it perfect for those easy sociable occasions. Given its taste profile, it can be enjoyed in any social occasion
2. What inspired the concept of Heineken Silver?
The beer category was starved of innovation of late, Heineken silver brings a fresh taste and look and feel to the category and alcoholic beverage market. Heineken® Silver has a crisp and smooth taste meets the needs of younger, mixed gender consumers who have an evolving taste preference.
- What direct impact is the Heineken Silver brand expected to have on the Beer industry in South Africa?
With the evolving needs of younger consumers and them looking for more easy drinking beverages that cater to their needs, we really hope to capture these consumers and be their beer brand of choice.
- What were the challenges of bringing Heineken Silver to South-Africa?
Heineken® Silver provided us with more opportunities rather than challenges. Beer has been lacking in innovations, so it was really a great opportunity to deliver on a fantastic product that really caters to our younger consumers. It also provides us with a wonderful opportunity to tap into female beer drinkers. Heineken Silver is a 4% easy to drink lager with an Extra Crisp taste and Extra Smooth finish
- Heineken Silver is lower in alcohol, is this an indication that the brand could explore non-alcoholic versions of Heineken in the foreseeable future?
Heineken® 0.0 is an offering that we currently have in the market – its 100% Heineken® with no alcohol
- This brand was first launched in the UK, has it been a successful venture in Europe so far?
Heineken® Silver was launched in the Asian markets first and after seeing the success it enjoyed there, the brand was scaled to the European markets. Where the success behind this launch lies, is that it really does differ on the taste profile of younger consumers – looking for easy drinking refreshment. The brand has done really well globally and we look forward to making it a huge success on the African continent
- What strategies are being prepared by the Heineken Silver marketing team to make this brand grow in Africa?
This is a global launch with Silver now available in over 45 markets, however South Africa is 1st market for Africa, therefore we have taken a customised approach with our marketing mix by having a well-blended mix of Global and local assets. We have a full ecosystem of touchpoints from TV, Social, Billboards including digital and Anamorphic sites, as well as selected content creators. We also believe that once you taste the beer, you will love it, so that is why we are driving sampling as a key initiative.
- How is the Heineken Silver brand equipped to handle the effects of the inconsistent nature of the South African economy?
Heineken®, as a brand, closely monitors market factors to respond to the inconsistent nature of the South African economy. With a diverse portfolio, such as Heineken Lager, Heineken 0.0 and Heineken® Silver, we offer a range of products to meet consumer and customer demands, thus our commitment to quality and craftsmanship remains constant, ensuring a consistent experience. Additionally by tracking economic trends and consumer behaviour, we are able to adapt our strategies to provide a refreshing Heineken® offering for any occasion and importantly we prioritise responsiveness and always aim to meet the ever-changing needs of the market while upholding the quality standards associated with the Heineken® bran
- In such a competitive beer industry, what is the vital component in keeping the Heineken one of the most respected brands out there?
Heineken® strives to be the beer brand of choice for our Gen Y & Z consumers. And for us that is ensuring that we have a great quality product that is always enjoyed through the perfect serve. What is pivotal for us is ensuring that we stay connected to our consumer and customers and connect with them in a meaningful and differentiated way through their passion points. We continue to drive a premium executions and experiences that delight our consumers.
- What is the long-term vision for Heineken Silver?
Heineken® Silver forms part of the Heineken® offering. We have Heineken® Original which is a 5% alcohol, crisp and bitter lager, Heineken® 0.0, a non-alcoholic crisp and bitter lager and now Heineken® Silver, a 4% alcohol, Extra Crisp Extra Smooth. Low calories at 116 , Less bitter vs. other competitor beers. With our portfolio of offering, we aim to be the beer brand of choice for Gen Y & Z consumers and Heineken® Silver will enable us to do that, as it was developed with these consumers in mind.