WHITE PLAINS, N.Y. -- Heineken, the first premium import brand to offer an 8.5-ounce slim-can format, has announced it is doubling its investment in this growing segment in 2015.
Marketing support, including out-of-home advertising, traffic-stopping in-store point of sale and a new slim-can 24-pack, will emphasize the can's "Cold to the last drop. Perfect for any occasion" consumer benefit to drive traffic and sales at retail.
"Sales of small-can offerings (8-ounce to 9-ounce) grew more than 350% last year, delivering incremental volume and profit to retailers across all channels," said Jonathan Simpson, director of commercial marketing for Heineken USA. "The small can keeps the liquid colder longer and has strong appeal among multicultural consumers looking to unwind after work or elevate their casual social gatherings. Our 8.5-ounce slim can is the first premium small-can format to cater to this growing and increasingly influential demographic who prefer upscale beer and Heineken to mainstream counterparts."
He added, "The Heineken 8.5-ounce slim can offers retailers numerous benefits. In addition to its strong multicultural appeal, over-indexing with Hispanic and African-America consumers, Heineken's higher repeat purchase rate versus key competitorssignifies greater consumer loyalty that retailers can leverage to drive traffic to their stores and profits to their bottom line."
Heineken 8.5-ounce slim cans will be available nationally across channels in 12-pack and 24-pack cases.
Heineken USA Inc., White Plains, N.Y., is a subsidiary of Heineken International BV. It imports Heineken, Heineken Light, Desperados, Amstel Light and Newcastle Brown Ale beers and Strongbow Hard Apple Ciders. It also imports the Dos Equis, Tecate, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.
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