Heineken hopes to reinvigorate the lager category for Gen Y and Gen Z drinkers with the launch of Heineken Silver. Heineken has announced it will launch Heineken Silver, a premium lager aimed at Gen Y and Gen Z drinkers.

Bram Westenbrink, Global Heineken® Brand Director at HEINEKEN, said: "We launched Heineken® Silver in the metaverse first as an ironic take on a product launch to highlight that we believe the best way to experience Heineken® is in the real world. Today we are really playing with this virtual to real world, with 'phygital' events across Europe, celebrating the new addition to the Heineken® family by delivering the best of both worlds; engaging entertainment like in the metaverse but with 'in person' experiences and a beer you can actually drink!" The company believes it can build on that momentum with the large scale US launch of Heineken Silver this year - championing it as the perfect drink for consumers looking for a refreshing beer for sessionable occasions. Heineken 0.0 continues to grow and already represents around 7% of the franchise in the US,” he notes. Heineken Silver is crafted with malted barley, water, and a small but significant extra ingredient, Heineken's signature A Yeast.And it's brewed to create full-bodied flavor without a bitter finish, while staying true to Heineken's passion for quality and commitment to premium ingredients. RSP Draught Light Lager & Draught Heineken Silver. Vol RoS of Draught Light Lager. 01.23​​ [11] CGA Value Growth 12.01.23​​Heineken Original still accounts for the bulk of the portfolio and, with its unchanged recipe that has stood the test of time for 150 years, will continue to be our flagship. However, Heineken Silver will bring the quality and distinctive flavor of Heineken to a much wider pool of consumers and consumer occasions so it will represent a substantial part of the brand in the years to come.”

Marcel Swain, head of marketing at Heineken, expressed his pride in introducing this innovative alcoholic beverage to Africa, where beer culture is vibrant and ever-evolving. “Through distinctive the taste of Heineken Silver, we invite our consumers to savour the perfect blend of crispness and smoothness, crafted exclusively for their enjoyment. Launching in South Africa on June 1 – after first launching in the UK in March 2022– the new offering is claimed as a first on the Africa continent. “This addition to the Heineken portfolio brings an unparalleled level of crispness and smoothness, offering both beer enthusiasts and a host of new fans a premium taste experience like no other,” the company adds. We are tapping into a new market of consumers with Heineken Silver. The product aims to appeal to a broader range of consumer tastes, specifically the experience-seeking consumer. It's a great product to complement an experience seeker's time with friends and family, like at the beach, music festival or more.” Helping bringing in those new drinkers will be a prominent place for Heineken Silver at partnership events throughout the year: including Coachella Valley Music and Arts Festival, the US Open Tennis Championships and Formula 1 races, and it will serve as the title sponsor of the Formula 1 Heineken Silver Las Vegas Grand Prix 2023 in November. The new portfolio: Heineken, Heineken 0.0, and Heineken Silver

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But this emerging segment doesn’t just present an opportunity to grow sales from existing on-trade consumers. It also has the power to attract a new group of adult drinkers. Half of Gen Y and Z consumers (18-34-year-olds) drink beer in a pub or bar, of which 25% claim that they had planned to drink more beer in pubs last year than they did 7​, as outlined in the Heineken® Beer Report 2022. So, brands that connect with these generations will help attract them into outlet. The Beer Report also shows that younger drinkers are seeking out lighter-tasting, sessionable options and within the first year of launch, Heineken Silver® is more successfully recruiting this younger generation of drinkers vs other new lager launches 8​. Enjoying a crisp and refreshing lager sometimes comes at the expense of taste and quality, but beer lovers can say goodbye to compromise with the introduction of Heineken Silver," said Borja Manso Salinas, Vice President of Marketing for Heineken Brand. "It's crafted to meet the needs of a new generation of experience seekers with a lower-carb, lower-cal recipe that won't fill you up when you're getting down, making it the perfect choice for sipping at concerts, sporting events, or any occasion where friends gather to enjoy all of life's flavor."