Hosting an event? Here’s how you could win a free Jeep-load of Heineken Silver

Lion has announced a new national campaign to support the recent launch of Heineken Silver. Designed with the objective of getting liquid on lips, the Heineken Silver Smooth Tour hopes to get 3.5 million Australians across five states to trial Heineken Silver before the end of 2025.

To do this, the Tour has employed a collaborative approach that will see it make deliveries of Heineken Silver to select consumer and professional events nationwide. To apply, event hosts are asked to visit the dedicated competition webpage and submit a 25-word entry on why their event deserves a “smooth delivery” of Heineken Silver from the Heineken Silver Jeep.

The tour will be making stops in Brisbane, Adelaide, Melbourne and Perth.

"The Heineken Silver Smooth Tour is a unique way to drive trial while providing Australians with a new beer that speaks to their evolving tastes,” said Dino Bozzone, Heineken Country Manager.

“Our approach combines disruptive media and sampling to create an experience that consumers will remember, and we’re excited to bring this to cities across the country.”

First launched to market in August, Heineken Silver was developed to tap into growing consumer demand for lighter, smoother beers with less bitterness, largely driven by younger legal drinking age generations. To achieve this, Heineken Silver was made with a bitterness rating of only 5 IBUs, about a quarter of Heineken Original’s 19 IBUs. Additionally, Heineken Silver is 99% carb free and has only 88 calories, making it well suited to accommodate the growing better-for-you trend.

"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.”

The Heineken Silver Smooth Tour coincides with growing momentum of the Heineken brand, which, according to IRI Total Defined Market Data, grew 3% in the year up to 20 October despite an overall 4% category decline. Heineken hopes the Tour, combined with other initiatives, will help spark overall category growth by appealing to those who prioritise refreshing taste and smoothness over heaviness, thus introducing rejectors of beer back to the category.

Heineken, which has already firmly established itself as the most popular alcohol-free beer brand in Australia with Heineken 0.0, is well positioned to capitalise on the lower calorie beer better-for-you category with Heineken Silver, especially given the parallels between the two launches. In a recent Drinks Trade trade interview, Lion's Marketing Director Rachel Ellerm said the success of Heineken 0.0 was driven by two things.

“One, it launched at a time where the trend towards moderation was growing and interest in more mindful drinks was high," she said.

"And two, Heineken 0.0 offered a beer with signature taste and quality credentials bringing Heineken’s brewing credibility to the category. Put simply, it delivered on both a consumer need and it tasted great.”

Heineken Silver is available nationwide now at an RRP of $56 per case of 24.