Brewer takes aim at mid strength market: $6m war chest to launch Heineken 3

August 26, 2016 9:17

Heineken will plunge more than $6m into the launch of its new low carb beer, Heineken 3, and back off marketing its master brand until 2017 as it uses Australia as the global launch pad for the new beer.

Planning for the launch has been underway for months as the brewer attempts to capitalise on the growing interest in more “sessionable” drinks.

The new brand steps into a market that is dominated by Lion’s XXXX Gold, Carlton Mid and Coopers Mid.

Estimates suggest one-in-five beers sold in Australia are mid-strength.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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