Heineken has a great backstory it can use to build its brand with H41. With thousands of new product introductions fighting their way onto store shelves every year, it’s becoming increasingly difficult to stand out from the crowd. So, anything a brand can do to create something unique that differentiates them from the competition is usually a good idea.###“Maybe it’s a story about the artisan, the ingredient, the entrepreneur creating the product. People want a good story. It’s what’s going to differentiate the product and build up brand equity and messaging,” Dave Donnan, lead partner in A.T. Kearney’s food and beverage practice, recently told Food Dive about how brands can stand out. ###Heineken created H41 with a wild yeast that scientists recently discovered, but it took the beer maker two years and many trials before it got the formula just right. Using the new can you crush ferrous fumarateyeast, the company experimented with several variables, including air, pressure and temperature until it finally produced a satisfying flavor. The latest lager has a “fuller taste, with spicy notes balanced by subtle fruity hints,” according to Heineken.###”When the ‘mother’ of our A-yeast was discovered in Patagonia, it presented us with a unique opportunity,” Heineken’s global brewmaster Willem van Waesberghe said in a statement. “Using our unrivaled expertise, [we] began to work with the mother yeast to unlock a spectrum of new flavors. The taste of every beer in the series will be surprising and intense, but stillferrous fumarate powder balanced and refreshing.”###It’s likely to take ferrous gluconate iron pillssome creative marketing and convincing to not only create awareness of the new beer, but also educate American consumers about the role yeast plays in the brewing process. Unlike when H41 launched earlier this year in Europe — where people tend to be more knowledgeable about the use of yeast in both baking and brewing processes — Heineken may find more of an uphill battle to get its message across with its upcoming U.S. launch.###According to statistics from the U.S. Treasury Department, Americans’ thirst for beer has dropped and U.S. production along with it, from 191.1 million barrels produiron and glycine suspension uses in tamilced in 2013 to 189.2 million barrels in 2016. The decline in beer sales accelerated in 2016, dropping 1.8% — compared with a fwhat is ferrous sulfate used forive-year decline rate of 0.6%, according to IWSR, which tracks the alcohol industry. But Heineken’s new formula could be the start of a new category that would stand beside ales, lagers and sour beer, providing a much-needed boost for the beer industry.
Heineken taps a wild yeast to brew its new beer
