Dutch multinational brewing company, Heineken, has launched one of its largest campaigns yet – investing $6.5 million in marketing for Heineken Silver, which it dubs “the smoothest beer in Australia”.
Heineken Silver offers a smoother taste, aimed at appealing to an audience that finds beer too bitter. Heineken’s brewers have reduced the bitterness of Silver to have only 5 IBUs on the bitterness scale, compared to the 19 of Heineken Original, which is the global standard measurement of bitterness for beer. It is also 99 per cent carb free, to address increasing health and wellbeing trends in Australia.
Heineken country manager, Dino Bozzone, said that the launch marked a significant milestone in the company’s 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,” said Bozzone.
“This remarkable smoothness makes Heineken Silver the perfect choice for those seeking a more refined beer experience without sacrificing the rich, refreshing taste Heineken is known for.”
To support the launch, Heineken invested $6.5 million in media value for its marketing campaign, which will include a TVC that will run across YouTube and BVOD, in-store BTL, and a large sampling campaign, with more planned for summer.
Heineken Silver is available from beer stockists nationally for RRP $56 for a case of 24 bottles.
