By Caroline Sargent // TR Business
Heineken says it is responding to consumer demand, identified through its own insight program, for more flavor varieties and low alcohol options in beers and ciders by introducing Amstel 0.0% and an extended Strongbow portfolio to the market.
The company’s research highlighted that beer drinkers want the choice of a broader low or no alcohol portfolio for certain occasions, calling for a beer experience with no compromise on quality, flavor and style.
An accessible, light-bodied Pilsner that offers low bitterness and a short length of flavor, Amstel 0.0% is produced using only natural ingredients and, says the firm, ‘reflects the increasing consumer consciousness of health and wellbeing.’
Sean McNaughten, Manager Global Duty Free, Heineken explains, “Amstel 0.0% is a radical new interpretation of alcohol-free beer carefully developed to deliver great flavor, and instantly challenges any perception of alcohol-free beer as a compromise choice. For many of our core duty free markets in hot climates and especially for military and cruise, this will be a popular choice for lunchtime drinking and after sports.”
Heineken reports the sales opportunity in alcohol-free beer as significant, demonstrating +4.9% growth last year, with the category touted as one of the fastest growing segments in the overall beer category.
Amstel 0.0% is available in travel retail and duty free stores in a 4 x 6pack 33cl can format.
Strongbow unveils four new flavors
In a move to premiumize the cider category and meet consumer demand for more adventurous flavored ciders, Heineken has also announced four new flavors to the Strongbow portfolio in global duty free.
Listed as Honey, British Dry, Elderflower and Red Berries, the line extensions are presented in a bold, contemporary bottle design.
Explaining the strategy behind the new cider launches, Sean McNaughten says, “Strongbow, as the undisputed leader in the cider market worldwide, has the strength to leverage this level of creative innovation to premiumize the category and deliver growth. These new launches address a growing consumer trend for a more exciting range of flavored ciders.
“Cider appeals to a broad audience, especially among new user groups and women seeking to explore different and appealing new flavor options and the versatility of cider as a complement to food.”
