Manso 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.

Consumers will be able to get their hands on the real Heineken® Silver throughout Europe from 7 th April 2022. With a crisp flavour and a subtle finish, Heineken®Silver has a lighter drinking profile that's designed for modern taste preferences. Crafted using the same star-quality natural ingredients as Heineken®Original, it's a crystal-clear, all-round crowd pleaser that is extra fresh – for real. Heineken has announced it will launch Heineken Silver, a premium lager aimed at Gen Y and Gen Z drinkers. Its launch comes in light of waning interest in lager from younger generations. According to Heineken, although the lager category has grown by 34% since 2019, sales among Gen Z and Gen Y drinkers have declined by 2%, while penetration among 18-to-24-year-olds has halved over the last seven years. The most anticipated product launch in company history, Heineken Silver takes center stage as a premium new option in the light lager category that makes up nearly half of the U.S. beer market by volume. At 4% alcohol by volume (ABV), Heineken Silver is brewed specifically for the American palate with a more accessible flavor profile and 3.2g of carbs and 95 calories in a 12-oz serving. With its 4% alcohol by volume (ABV), Heineken Silver is crafted with malted barley, water, and a ‘small but significant extra ingredient’, Heineken's signature A Yeast.The innovation behind Silver, is one of the most significant innovations over the past 150 years of the Heineken brand, and is set to captivate a younger audience that seek a beer that not only satisfies their taste buds but also aligns with their desire for moderation and style.” HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business. Heineken hopes to reinvigorate the lager category for Gen Y and Gen Z drinkers with the launch of Heineken Silver.

RSP Draught Light Lager & Draught Heineken Silver. Vol RoS of Draught Light Lager. 01.23​​ [11] CGA Value Growth 12.01.23​​ As other commentators have observed, with a lighter profile for this new beer Heineken is likely not only taking aim at a demographic that’s new to beer drinking, but also those who are increasingly looking for more health-conscious and guilt-free options. Heineken Silver is billed as an extra-refreshing lager at 4% ABV and is made using an ice-cold brewing process at -1°C for “a crisp flavour and subtle finish”, with a low bitterness of 10 IBUS (International Bitterness Units) offering a lighter drinking profile. Heineken Silver aims to deliver a “premium offering and a more accessible taste that will drive appeal and sales among younger adult drinkers”. An additional one million HLS sales opportunity has been identified by Heineken for the wider launch of Heineken Silver, which will be made available in 14 countries this year including the United Kingdom, Spain, France, Italy and the Netherlands. Marcel Swain, head of marketing at Heineken, expressed his pride in introducing this innovative alcoholic beverage to Africa, where beer culture is vibrant and ever-evolving. “Through distinctive the taste of Heineken Silver, we invite our consumers to savour the perfect blend of crispness and smoothness, crafted exclusively for their enjoyment.Bram Westenbrink, Global Heineken® Brand Director at HEINEKEN, said: "We launched Heineken® Silver in the metaverse first as an ironic take on a product launch to highlight that we believe the best way to experience Heineken® is in the real world. Today we are really playing with this virtual to real world, with 'phygital' events across Europe, celebrating the new addition to the Heineken® family by delivering the best of both worlds; engaging entertainment like in the metaverse but with 'in person' experiences and a beer you can actually drink!" Heineken 0.0 continues to grow and already represents around 7% of the franchise in the US,” he notes. That, the company believes, will be a winning formula: “Heineken Silver's taste profile and its premium, uncompromising quality the Heineken brand is known for, gives the new product an edge over competitors.” Lower ABV, lower carbs, lower calories Making the event even more exciting was the addition of For Real Tokens (FRTs), collectible art pieces created in partnership with prominent visual artist from Spain, J. Demsky. These FRTs are Heineken®'s sarcastic play on the NFT culture blending the physical and digital worlds to gift people with a limited-edition artwork, to remind them that some moments are best experienced in the real world.

Heineken Silver is crafted with malted barley, water, and a small but significant extra ingredient, Heineken's signature A Yeast.And it's brewed to create full-bodied flavor without a bitter finish, while staying true to Heineken's passion for quality and commitment to premium ingredients. Heineken Silver has a lower ABV than the original and was designed to be accessible to more consumers and especially appealing to those who enjoy drinkable, sessionable brews without sacrificing flavor,” explains Manso. The product will be prominently featured at Heineken's famous partnership events throughout the year, including Coachella Valley Music and Arts Festival, the US Open Tennis Championships and Formula 1 races, and it will serve as the title sponsor of the much-anticipated Formula 1 Heineken Silver Las Vegas Grand Prix 2023 in November. Playing on the blend between the physical and digital worlds, the Heineken® Silver events across Europe included elements taken from Heineken®'s launch in Decentraland and brought into the real world to be enjoyed by consumers. With these 'IRL' (in-real-life) events taking place in cities including Amsterdam, London, Milan and Madrid, consumers were able to experience some of the most bizarre creations from the metaverse before being able to enjoy their first extra-fresh taste of Heineken® Silver – for real. Heineken Silver has been designed to offer a differentiated proposition to Heineken and Heineken 0.0 (which hit the US in 2019 after a European launch).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.” Heineken Original still accounts for the bulk of the portfolio and, with its unchanged recipe that has stood the test of time for 150 years, will continue to be our flagship. However, Heineken Silver will bring the quality and distinctive flavor of Heineken to a much wider pool of consumers and consumer occasions so it will represent a substantial part of the brand in the years to come.” Like other beer majors, Heineken has set its sights on becoming a major player in low and no alcohol: led by Heineken 0.0, its global low and no alcohol portfolio reached 15.5 million hectoliters in 2022.