Heineken Goes After Female Market With New Low-Carb Beer

Heineken Goes After Female Market With New Low-Carb Beer

Not satisfied with just men drinking its beer, Heineken is looking to attract more women to the brand with the launch of a new mid-strength, low-carb, low-calorie option, and has picked the Aussie market as the first in the world to taste it.

Heineken 3 is the first beer the company has introduced in Australia in over 20 years, and will be supported by an 18-month nationwide campaign that kicks off this afternoon in Sydney.

The launch event is aiming to create an iconic Australian summer experience in the last week of winter, mirroring the beer’s tagline ‘Have it All’. Social, digital, outdoor, retail and experiential activations will heavily feature throughout the campaign, with the primary target being inner-city consumers.

With only 86 calories and 3.3 per cent alcohol per bottle, Heineken 3 represents a big opportunity to capitalise on the growth potential of occasional beer drinkers across Australia, according to Alessandro Manuta, marketing manager at Heineken Lion Australia.

“This is a huge opportunity for us because we’ve identified that the daytime drinking occasion accounts for roughly 50 per cent of total beer volumes, and is dominated by the mid-strength segment,” he told B&T.

“I read some research recently which I think highlights the big opportunity really well. It was asking consumers what their plans were for the summer, and roughly 50 per cent said they were planning to do more exercise and live a healthier lifestyle, but the majority of these consumers – around 70 per cent – also said they were planning to go out more and drink more.

“This is because consumers these days want to have it all, and this is exactly our proposition. Consumers want a beer that is low in calories and carbs, but still tastes great, and that’s where we’re going with Heineken 3.”

Manuta said that while Dutch beer giant’s core target market remains men aged 18 to 34 years old, the new product is also a fantastic opportunity to recruit more female drinkers into the brand, “because they’re generally looking for an easy-drinking, low-calorie beer”.

“Our research testing [for Heineken 3] also showed that the results were positive for both males and females,” he added.

Furthermore, the beer was named the best lower-calorie lager at the World Beer Championships in 2013 and 2014 and won a gold medal at the 2015 European Beer Star Awards.

But with the likes of Hahn SuperDry and Pure Blonde already well-established in Australia’s low-carb beer market, how does Heineken plan to differentiate it’s new offering from the rest?

“The approach of Hahn SuperDry 3.5 or Pure Blonde is very much functional,” Manuta explained.

“The angle that we’re going to take is not functional – we’re not going to go out and compare the carbs and calories in our beer with those of our competitors. The approach that we’re taking is about the taste, because what we know from research is that calories and carbs are just a reassurance element – what consumers want is a product that delivers on taste.

“For example, when you buy a chocolate bar that is low in fat and sugar, you automatically doubt that it’s going to taste good, so that’s why we think that by going with the taste angle that this product is going to be really strong.”

As part of its commitment to meet more shopper needs, Heineken will also introduce a number of pack sizes in retail stores, including regular six and 24-packs along with a new 12-pack, to elevate purchase consideration amongst females and play a role in more occasions.




Latest News

NAB Launches Latest Take On “More than Money” Via TBWA\Melbourne
  • Campaigns

NAB Launches Latest Take On “More than Money” Via TBWA\Melbourne

NAB, in partnership with TBWA\Melbourne and Mindshare, has unveiled its latest campaign dubbed “Wrangle Your Money”. The national campaign demonstrates how NAB is supporting and empowering customers to make better financial moves. As part of the “More Than Money” brand platform, the latest work comes at a pivotal time as the country continues to grapple […]

Activation Union Hires Bree Mankin As Managing Partner
  • Media

Activation Union Hires Bree Mankin As Managing Partner

Activation Union is thrilled to announce the appointment of Bree Mankin as Managing Partner. In this pivotal role, Bree will spearhead the agency’s growth initiatives and client strategy, leveraging her extensive experience and innovative approach in delivering exceptional results for her clients. With over two decades of experience in marketing and communications, Bree is a […]

Toyota Launches Integrated Electric Vehicle Campaign Via HERO
  • Campaigns

Toyota Launches Integrated Electric Vehicle Campaign Via HERO

Toyota Australia has launched its highly anticipated new all-electric vehicle, the bZ4X, on Australian shores through a nationwide integrated campaign. Spearheaded by a big spot, the campaign was created by independent creative agency HERO, which sees a typical EV sceptic named Barry behind the wheel of an all-new Toyota bZ4X much to the surprise of […]

Canva Launches First Ever Podcast: Design Surfaces
  • Media

Canva Launches First Ever Podcast: Design Surfaces

Canva has announced its very first podcast: Design Surfaces. Covering all areas of design, from brand campaigns to UX flows, the podcast digs deep into the intricate parts of designers’ brains to unearth valuable insights, unique perspectives, and what makes them tick. The Design specialty at Canva is made up of some of the most […]

SBS Launches Development Fund To Find Australia’s Next Top Documentaries
  • Media

SBS Launches Development Fund To Find Australia’s Next Top Documentaries

SBS is searching for its most daring, unflinchingly fearless and boundary-smashing factual format yet, issuing a call out for impactful ideas for new documentary series unlike anything seen on Australian screens before, with up to $50,000 in development funding on offer. Announced this morning at the Australian International Documentary Conference (AIDC) in Melbourne, SBS is […]

Resolution Nabs Sarah Truong From PHD
  • Advertising

Resolution Nabs Sarah Truong From PHD

Full-service media agency Resolution has appointed Sarah Truong as head of investment to lead the agency’s investment product. Sarah joins from PHD where she was Group Investment Director for half a decade. With 14 years’ experience in the media industry including seven years at media agency, Carat, Sarah a proven track record for delivering results-driven […]

Brisbane Unveils Bold New Tourism Campaign
  • Campaigns

Brisbane Unveils Bold New Tourism Campaign

Brisbane Economic Development Agency (BEDA) has launched a new domestic tourism campaign, Brisbane Favours the Bold, this week, appealing to those who search for the unexpected to discover the new Brisbane. Created in partnership with VML and dentsu Queensland, the campaign aims to redefine perceptions of Queensland’s thriving capital, strengthen awareness of Brisbane’s leisure offering, […]

Elle Returns To Australia
  • Media

Elle Returns To Australia

Are Media, Australia’s leading omnichannel content company for women, today unveiled the keenly anticipated first issue of the new ELLE Australia magazine. The 244-page Bright Young Things issue – featuring actor Sophie Wilde on the cover – clearly stamps ELLE Australia as the fashion bible for smart, stylish Gen Z and millennial women who love […]

Potential Fallout For The Sydney Roosters In The Wake Of Racial Slur Allegations
  • Marketing

Potential Fallout For The Sydney Roosters In The Wake Of Racial Slur Allegations

The Sydney Roosters are facing a huge amount of fallout over allegations that Spencer Leniu made an on-field racial slur against Broncos player Ezra Mam in yesterday’s Las Vegas season opener. Mam filed an official complaint against Leniu after the Roosters prop allegedly called the Broncos five-eighth a “monkey” on the field. Leniu tried to […]

Nominate Your Marketing Heroines: ADMA Celebrates Women’s Achievements On International Women’s Day 2024
  • Marketing

Nominate Your Marketing Heroines: ADMA Celebrates Women’s Achievements On International Women’s Day 2024

To celebrate International Women’s Day, The Association for Data-Driven Marketing and Advertising (ADMA), has launched a new initiative to honour and spotlight the dynamic women in the marketing sector across the country. Lead image: ADMA Website This year, as the world embraces the theme #InspireInclusion for International Women’s Day on March 8, ADMA is asking […]

Nine.com.au & Drive Join Forces To Launch P-Plate Drive Safe Campaign
  • Campaigns

Nine.com.au & Drive Join Forces To Launch P-Plate Drive Safe Campaign

With the Easter break historically one of the busiest on our roads, Nine.com.au and Drive today launched a month-long campaign to raise awareness of the importance of defensive driver training courses. Too many young drivers are killed or injured on our roads each year. Younger drivers are the most overrepresented group in this tragic statistic, […]