Heineken to launch premium Silver lager to counter declining Gen Y and Gen Z sales

Lager sales among Gen Z and Gen Y drinkers have declined by 2% since 2019, despite overall category growth of 34%

heineken silver

Heineken has announced it will launch Heineken Silver, a premium lager aimed at Gen Y and Gen Z drinkers.

The new lager (4% ABV) launches on 21 March in 4x330ml bottles (RRP £4.50), 12x330ml bottles (RRP £12) and 6x330ml slimline cans (RRP £5.50).

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 supplier believes the more premium offering meets younger lager drinkers’ changing tastes and can help unlock a £315m value opportunity in the lager category. Heineken Silver is made using a brewing process at -1°C, and has a low bitterness of 10 International Bitterness Units (IBUs), offering a lighter drinking profile.

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Alexander Wilson, category & commercial strategy director – off trade at Heineken UK, said: “Our research shows growing popularity for premium and lighter style drinks, particularly among Gen Y and Gen Z drinkers who are looking for better quality beverages while also moderating their alcohol intake. As lager under-indexes with Gen Y and Gen Z drinkers, the opportunity is to add lager to their shopping baskets. Heineken Silver offers these drinkers a more inclusive and accessible taste that also meets their needs for a more refreshing lager, opening up new opportunities to drive incremental sales for retailers.”

Heineken will support Heineken Silver’s new launch with a record £20m campaign targeting Gen Y and Gen Z consumers. More details around the campaign will be available on 17 March.

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