Mid-strength beer boosts Heineken sales by 30%

Heineken managing director Andrew Campbell is predicting sales of mid-strength beer will capture one third of the $14 billion-plus Australian beer market by 2026.  

It currently makes up 20% of the market, however a focus on fitness means low-carb and lower-alcohol beer options are booming.

The company's new mid-strength Heineken 3 - its first new product in 20 years - has already captured 21% of the mid-strength market since its release in August 2016. 

Campbell told the Australian Financial Review he expects Heineken 3 to displace Peroni Leggera this year as the No.1 international premium mid-strength beer in Australia.

He said the release of Heinken 3 has grown sales for the brand rather than cannibalising it. Total volumes across the two brands in Australia in the three months ended December 31, 2016 were up more than 30%.

To fuel further trialling, Heineken launched a campaign this week offering a full refund to customers who don't like Heineken 3.

Campbell told news.com.au the feedback on the product had been positive so far, “which is why we can put our money where our mouth is. If Australians really don’t think it tastes great we will give them their money back.”

Consumers who buy a six pack or 12 pack between January 23 and March 4 who log onto www.haveitall.beer and explain why they don’t like it in 15 words or more will be refunded or have the money go to charity if they choose.