Heineken will be coming out with a new beer on Monday: Heineken extra fresh. Beer between the milk and orange juice in your supermarket's cooling. Is that baloney, or just a bold step?
Extra Fresh beer is Heineken according to the original recipe, but then extra protected against time, temperature and light. "It's the same Heineken beer we already know, but it is protected against external influences. Therefore, the beer is much closer to what is made in the brewery. So it's the the tastiest beer, explains a Heineken spokesman.
Innovation is sorely needed That Heineken is coming with something new is desperately needed, according to marketing expert Paul Moers. "The beer market is under pressure and therefore requires innovation. Beer is facing increasing competition from wine. It is very clever Heineken is expanding the market in this way."
Wrapped in paper How is the beer protected from external influences? "After the traditional brewing process, the bottles of Extra Fresh are packed in an airtight paper wrapper so that no light can come in," said the spokesman for Heineken. Next, it will be kept at a temperature of 5 degrees while in transport from the brewery to the supermarket. And in the supermarket remains cooled to 5 degrees, the ideal temperature.
Is the current Heineken beer that we drink now or not fresh? "No, that's too fresh. But the new beer is fresher. You can not get it any fresher as a customer."
Refrigerator compartment The new beer will be in supermarkets on Monday, initially in 33 stores. Heineken Extra Fresh is not in the beer shelf, but in the refrigerated section of the produce department.
"We're starting small because we have to change the whole chain," said the spokesman of the brewer. "Because we want to ensure freshness and consider teething problems, we start small. Then we will grow further."
Unprecedented According to marketing expert Moers this development is unique: "Fresh beer sales through the grocery store is unprecedented in the beer market, but it is also a bold step. The distribution is much more expensive."
The suggested retail price for a bottle is 1.09 euros, 50 cents more expensive than an ordinary beer.