Heineken has launched Heineken Silver to the Australian market. Touted as being the smoothest beer in Australia, the new release has a bitterness rating of only 5 IBUs, about a quarter of Heineken Original’s 19 IBUs. Heineken Silver is also 99% carb free, positioning it as well suited to the growing better-for-you trend.
"We are thrilled to introduce Heineken Silver to the Australian market," said Dino Bozzone, Heineken’s Country Manager.
"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.”
The Australian launch of Heineken Silver follows on from a strong year for the Heineken brand, which grew 2.4% by volume globally despite the category declining 3.1%
Bozzone added, “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.”
To support the launch, Heineken will be investing $6.5 million into a comprehensive marketing campaign that will include a Youtube and BVOD TVC and extensive and varied sampling campaigns.
Heineken Silver is available now at all major retailers at an RRP of $56 per 24-pack.
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