Heineken Silver: from the metaverse to the global cruise and ferry sector

By Faye Bartle |

Heineken Silver

Heineken Silver

New lager Heineken Silver is launching in cruise and ferry markets throughout 2022 and is set to make waves as the ‘ideal on-board drink’, according to the international brewer.

The ‘extra-refreshing’ lager, initially available in 330ml bottles, is brewed to 4% ABV and crafted using an ice-cold (1°C) brewing process to create a crisp flavour and a subtle finish.

With its lighter drinking profile, the beer is pegged to appeal to Gen Y and Gen Z consumers.

This is reflected by its physical launch being preceded by a social media campaign to introduce it in the metaverse.

“With its refreshing and easy-to-drink taste profile, Heineken Silver is the ideal on-board drink for any occasion,” said Christian Klimpke, Global Account Manager Cruises, Heineken Global Duty Free.

“Our research shows rising consumer demand for mindful consumption with accessible, premium and lighter style, lower alcohol drinks – a trend growing at 40% in the last five years, across all age groups and especially notable among Millennials, Gen Y and Gen Z drinkers.

“Heineken Silver is both accessible and inclusive, wrapped in a supercool, contemporary look, making it ideal for social occasions and perfect for the cruise and ferry market.

Heineken Silver

Heineken Silver.

“We believe that 4% ABV is a ‘sweet spot’, delivering the balance consumers desire and, as lager under-indexes with Gen Y and Gen Z drinkers, Heineken Silver is a huge opportunity for us to engage with this crucial audience,” he continued.

“We are taking a holistic approach to the launch of Heineken Silver, with activations for consumers, end customers and crew.”

Heineken Silver has been brewed with the same traditional ingredients used across the brand’s 149-year heritage: water, barley malt, hop extract and the classic A-Yeast.

“Heineken Silver was brewed to be an all-round crowd pleaser, and the perfect partner to celebrate authentic moments of joy and real beer moments,” said Willem van Waesberghe, Global Craft and Brew Master at Heineken.

“It is crafted with all the same pure, natural ingredients we know people love from our original recipe.”

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