Heineken to enter the sleek can market

Heineken is entering the fast-growing sleek can market and updating the style of Heineken Original.

The refreshed cans will debut with an initial March launch throughout Florida. The 12-ounce slim cans will be available in six-, 12-, 18- and 24-packs. With a 5% alcohol by volume in each 12oz serving, the cans will replace the current 12oz cans on-shelf. They will be available at both on- and off-premise accounts in the state.

The launch in Florida is designed attract new buyers to drive increased household penetration for the brand in the state, the company says. Consumer awareness of the launch will be driven through digital and social media, OOH, and local radio endorsements. Both on- and off-premise accounts will benefit from a host of in-store visibility and point-of-sale materials showcasing the new can for Heineken Original.

Heineken believes the launch of this style of can in Florida will drive higher velocity and incremental sales and profits for retailers in the state, which could eventually lead to a national launch for the brand in 2022.

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