It was a global product launch like no other as Australia was the first to market the new beer.
The event was held on the rooftop of Sydney’ Primus Hotel in the CBD, bringing summer into winter. It was a legendary experience where invited guests, social media influencers and celebrities partied like they were at the beach. Sandy beach volleyball court, heated swimming pool, short shorts, delicious summer canapes and the refreshing cool taste of Heineken 3. I was one of many to be the first in the world to try the new product for ourselves, truly a how we can #HaveItAll moment.
I have a feeling the launch had to do with the growing demand for premium mid-strength beer, identifying potential growth amongst occasional beer drinkers. Wait a minute… I fit the bill and a consumer!! Spontaneous, easy-drinking, mid-afternoon consumption on ‘whatever’ the occasion is. Yep, pretty sure you are with me on this.
Three key (clever guys!) attributes: lower calories, lower carbohydrates and an award-winning taste. I did a little research and found that during the World Beer Championships they won best Lower Calorie lager in 2013 & 2014 and a Gold Medal at the 2015 European Beer Star Awards for best German Style Liechtbier. Heineken 3 has only 86 calories per bottle, 5g carbs and 3.3% ABV so consumers no longer have to compromise on taste and premium experience when choosing a lower calorie beer.
So where is the direction of the brand going? Not sure what everyone thinks, but to me, there is a lot more ‘talk’ about it now than before – especially incorporating life experiences to it.
Where does it stand amongst my beer drinks friends and fans? It’s on the top of my list for BBQs, movie nights at home and meeting great people by the beach.