Heineken, a brand of White Plains, N.Y.-based HEINEKEN USA, is entering the fast-growing slim can market and updating the style of Heineken Original.
The refreshed cans will debut with an initial March launch throughout Florida. The 12-ounce slim cans will be available in six-, 12-, 18- and 24-packs. With a 5 percent alcohol by volume in each 12-ounce serving, the slim cans will replace the current 12-ounce cans on-shelf. Heineken Original slim cans will be available at both on- and off-premise accounts throughout Florida.
“The Heineken Original Slim Can launch in Florida has emerged from millennial and multicultural demand. With over 20 percent of can volume in the category now being sold in slim cans, we see an opportunity to further capitalize on growth trends to accelerate Heineken’s an business in the U.S.,” said Chuck Boddy, senior brand manager for the Heineken brand, in a statement, citing Nielsen sales data for 2020.
“We want to capitalize on these trends with a refreshed, rejuvenated version of Heineken Original cans to drive brand and category growth, as consumers perceive Heineken Original Slim Cans to be more premium, modern, and classy than the current can offering,” he adds citing 2019 Sentient Decision Science, Pulse Emotion Testing.
The Heineken Original Slim Can launch in Florida is designed attract new buyers to ultimately drive increased household penetration for the brand in the state, the company says. Consumer awareness of the launch will be driven through digital and social media, OOH, and local radio endorsements. Both on- and off-premise accounts will benefit from a host of in-store visibility and point-of-sale materials showcasing the new Slim Can for Heineken Original.
More than 75 percent of Heineken can net shifted gains came from domestic premium and mainstream brands in 2020, leading to an accelerated trade-up opportunity for the category and generating a higher margin for retailers, the company says citing Numerator data for the South Atlantic Census Division for the time period of May 27, 2019 to May 24, 2020. Heineken believes the launch of these slim cans in Florida will drive higher velocity and incremental sales and profits for retailers in the state, which could eventually lead to a national launch of slim cans for the brand in 2022, it adds.