Heineken Silver makes its US debut as a ‘lighter lager for a new generation of consumers’
Heineken Silver – a premium lower-carb, lower-cal beer – has launched in the US: bringing in a new option to fit between flagship Heineken and alcohol-free Heineken 0.0.
Heineken Silver comes in at 4% ABV, compared to 5.4% for flagship Heineken and 0.0% for Heineken 0.0.
Heineken Silver was initially launched in Vietnam in 2019 and had reached 28 markets by the end of 2022, including China, India and Western Europe.
Heineken is confident that Heineken Silver can serve to open up a new market, rather than simply bringing existing Heineken drinkers over to the new product.
“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,” the company’s vice president of marketing for Heineken Brand told us.
