Heineken, a brand of Heineken USA, White Plains, has put new focus behind its Heineken Minis, available in 7-ounce bottles and 8.5-ounce cans. Now available in 24 states in chain retailers including Publix, Fresco Y Mas, Sedanos, Sam’s Club, BJ’s, Walmart, 7 Eleven, Circle K, and Total Wine & More, the brand will look to expand to additional markets later this year.
“Seven-ounce bottles are popular in hot climates, such as the Caribbean, Africa, Southeast Asia, and Southern Europe, as they are easily enjoyed refreshingly cold before they can heat up in the sun. We’re aiming to open consumers up to that option this summer with their favorite green lager,” said Joe Conti, brand manager for Heineken, in a statement. “Seven-ounce bottle and 8.5-ounce can depletions were up 45.2 percent and 22.3 percent, respectively L12W 2021 vs. 2020, which means these SKUs are growing nine to 4.5 times faster than Heineken Original as a whole.
“Distribution was up 94.9 percent and 15.3 percent, respectively, in the same period,” Conti continued citing Nielsen data as of April 8. “Heineken Minis, with less than 100 calories per 7-ounce bottle or 8.5-ounce can, are a refreshing option for consumers when they want the great taste they’ve come to enjoy in Heineken, in a refreshing, sessionable size.”
Heineken Minis will be available as part of Heineken’s Summer of Cans retail program, an interactive scratch to reveal mechanic activated with a QR code scan that encourages shoppers to Enjoy- Scan- Win- at the point of purchase. Shoppers can scan to enter the sweepstakes and “scratch” the star on the digital can to reveal a prize. The grand-prize kit includes a grill, lounge chairs, Kan Jam, Cornhole Cooler, umbrellas, hats, Koozies, sunglasses, a backpack and a gift card. Secondary prize winners will get a secondary Heineken summer swag prize.