WHITE PLAINS, N.Y. —Heineken is launching its Heineken Original brew in a new format.
The beer, which has 5% alcohol by volume (ABV), will launch in 12-ounce slim cans in March throughout Florida. Slim cans will be available in 12-ounce six-packs, 12-packs, 18-packs and 24-packs.
“The Heineken Original slim can launch in Florida has emerged from millennial and multi-cultural demand,” said Chuck Boddy, senior brand manager for the Heineken brand. “With over 20% 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 can business in the U.S.”
Customers perceive Heineken Original slim cans to be "more premium, modern and classy" than the current can offering, the White Plains, N.Y.-based company said. It hopes the launch in Florida will attract new buyers to ultimately drive increased household penetration for the brand.
If the slim cans help drive higher velocity and incremental sales and profits for retailers in the state, it could lead to a national launch of slim cans for the brand in 2022, Heineken said.