The activity is designed to drive category value by helping retailers target the growing shopper occasions of early evening meet-ups, on-the-go and outdoor, and the formats also tap into the consumer trend towards smaller cans. Heineken said small cans were bought by 1.6m beer and cider shoppers in 2015, which is an increase of 270k more than in 2014.
Craig Clarkson, Off-Trade Category & Trade Marketing Director, Heineken, said; “The World Beer and Cider categories have seen huge growth in the past few years, highlighting the more discerning tastes of consumers.
“The launch of Desperados and Old Mout in small cans will appeal to a different shopper base in addition to the bottled range, driving penetration and opening up wider sales opportunities for retailers across growing occasions. We’d advise retailers to take advantage of these incremental sales opportunities and stock up accordingly.”
Desperados is launching 25cl individual cans, with its smaller size and lower price point helping to drive trial, as well as a 6x33cl pack.
The new can formats for Heineken’s premium New Zealand Old Mout cider brand includes 10x33cl packs of Old Mout Kiwi & Lime and Passionfruit & Apple. The Kiwi & Lime variant will also be available in new 4x33cl fridge packs.