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Reduced Serving Size Beers

Heineken Minis Offer a Smaller Version of the Brand's Original Beer

— June 8, 2021 — Marketing
The Heineken Minis are being reintroduced by Heineken USA to provide consumers with a new option to enjoy the premium flavor of the beer in a more conservative way. The smaller serving size will come in the form of 8.5-ounce cans and 7-ounce bottles, and will be available for purchase in 24 states for shoppers to pick up. The beer is reported to have the same distinct flavor as the original, but sized to make it suitable for those looking to enjoy a lesser amount.

The Heineken Minis are expected to launch into additional markets later in the year and are likely to be welcomed by consumers looking to reduce or restrict their consumption of alcohol.
Trend Themes
1. Reduced-alcohol Beers - With the rise of health-conscious consumers, there's a disruptive innovation opportunity to offer more reduced-alcohol versions of premium beers.
2. Miniature Product Versions - Creating miniature versions of popular products can offer a new option for consumers who don't want to commit to a full size or want to indulge in moderation.
3. Low-calorie Beverages - Reduced serving size beers can also appeal to those who are looking for low or lower calorie beverage options.
Industry Implications
1. Alcoholic Beverages - The alcoholic beverage industry can capitalize on the growing trend towards moderation and health-consciousness by introducing more reduced-alcohol options for premium beers.
2. Packaging - This trend presents an opportunity for the packaging industry to create smaller, more convenient packaging options for premium products, such as miniature beer cans and bottles.
3. Health and Wellness - With a growing interest in health and wellness, this trend can also appeal to the health and wellness industry as a way for consumers to indulge in moderation while maintaining a healthy lifestyle.
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