The Heineken Silver lager is a standout beer that's brewed at a chilled -1°C for an extra-refreshing experience with less bitter taste and a crisp, subtle finish. This 4% ABV lager is touted as a "new beer for a new generation of drinkers" and it is ready to be enjoyed on a wide range of occasions.
Heineken Global Duty Free Global Account Manager Cruises Christian Klimpke said, "Our research shows rising consumer demand for mindful consumption with accessible, premium and lighter style, lower alcohol drinks; a trend growing at 40% in the last five years, across all age groups and especially notable among millennials, Gen Y and Gen Z drinkers." This accessible and inclusive lager delivers the features consumers are looking for, and it's brewed differently but with the same ingredients people know and love.
What's Driving This Trend
- Chilled Temperature Brewing
- There is an opportunity to create a trend of extra-refreshing beers by brewing at chilled temperatures, potentially attracting a new generation of drinkers looking for lighter, less bitter options.
- Mindful Consumption
- There is a opportunity to cater to the demand for mindful consumption with accessible, premium and lighter style, lower alcohol drinks.
- Millennial, Gen Y, and Gen Z Drinking Trends
- There is a growing trend among millennials, Gen Y, and Gen Z drinkers looking for accessible, inclusive, and mindful drinking options, creating an opportunity to innovate and stand out in the market.
Who This Affects Most
- Beer Brewing
- The beer brewing industry could innovate by exploring chilled temperature brewing techniques to create appealing, extra-refreshing beers that cater to the consumer demand for mindful consumption, especially among younger generations.
- Alcohol Beverages
- The alcohol beverage industry could cater to the demand for mindful consumption by creating accessible, premium and lighter style, lower alcohol drinks that attract millennials, Gen Y, and Gen Z drinkers.
- Hospitality and Tourism
- The hospitality and tourism industry could innovate by offering beer options that meet the demand for mindful consumption and cater to younger generations who are looking for inclusive, lighter drinking options.
