Heineken Slims Down

Heineken USA is introducing a slim can format in the premium price segment. Beginning March 1, 2014, Heineken will roll out 8.5-oz. Slim Can 12-packs at retail outlets across the country, just in time to capitalize on the spring/summer and on-the-go outdoor occasions. “The 8- to 8.9-oz. can size experienced explosive growth in 2012, growing 356% in case volume and 522% in dollar volume and now represents an 8.2 million case segment and growing,” says Belen Pamukoff, brand director. “Forty-two of  that growth is generated in the c-store channel where the 8-oz. can format is outpacing all other sizes and is a preferred pack size among ethnic consumers. We are excited to now offer shoppers Heineken 8.5oz. slim cans, the first premium 8.5-oz. format that caters to the growing Hispanic and African American demographic who prefer upscale beer and Heineken to mainstream counterparts.” Pamukoff continues, “The 8.5-oz. can is the perfect size for outdoor and sports-viewing occasions. The smaller can size ensures a colder liquid per serving while Heineken’s superior taste and contemporary upscale pack graphics provide consumers with a premium and memorable beer drinking experience.”