Q & A with Julia Vaninger
Q — I see you have done a revamp on your cans, which have so many uses on-premise — pools, cruise lines, stadiums, and the list is endless. Can you tell us about that?
We have, and what an impact the package makes. It really stands out and you can clearly distinguish the brand. The timing was right for Heineken to make the change. The can is very versatile and provides access into so many different occasions when most customers want to avoid having glass present. Summer is right around the corner and with the weather turning warm, more people will be spending time on patios, rooftops, grilling in their backyard and at music festivals – the can is a great option for every venue. In addition, cans are really on trend right now!
Q — Heineken 0.0 has hit the market strong. What can you tell our operator readers about the features and benefits of it?
We have really had a fantastic launch of Heineken 0.0! Last summer, customers began reaching out to us to see when we would launch Heineken 0.0 in the U.S. after hearing of the success the brand had in Europe, and seeing the trends leaning towards low ABV and no ABV. There was excitement and support from our customers before the brand had hit the shelves. Heineken USA has invested $50 million into our 2019 marketing campaign. The timing to launch a beer without alcohol was right; consumers are demanding beverage choices they can enjoy any time of the day, in any circumstance, hence the strength of the low ABV and no ABV categories right now. We were very excited to be the first to market beer without alcohol in the U.S. Heineken 0.0 has had tremendous success throughout Europe and we are confident the brand will do the same in the U.S. The liquid tastes identical to a Heineken, only with 69 calories and three carbs and ZERO alcohol! Heineken 0.0 is building the Heineken brand and driving usage in appropriate occasions.
Q — Heineken Light is one of my favorites. It should be in every operation to give us a chance to drink an outstanding imported light. Can you tell us about the ABV and calorie counts?
Heineken Light is one of my favorites as well! You get the same great, refreshing taste of your favorite beer with less calories. This is a great opportunity for consumers to enjoy the lighter version of their favorite beer that is well-balanced and full-bodied, with only 99 calories and 3.3% ABV.
