Heineken is preparing for next year’s roll-out to the US of its lower-abv namesake brand extension through an acceleration of its tie-up with Formula One.
Heineken Silver, which carries an ABV of 4% compared to its larger sibling’s 5%, has secured naming rights for one of next season’s races in the US. The ‘Formula One Heineken Silver Las Vegas Grand Prix’ will be a night race on the streets of the Nevada city on 18 November next year.
The group has been a headline sponsor of F1 since 2016 and has held naming rights, albeit for the Heineken brand, for three races this season, including next week’s penultimate Grand Prix, in Brazil.
Described by Heineken USA CEO Maggie Timoney this week as the group’s “most anticipated innovation”, Heineken Silver was confirmed by the brewer as being readied for a 2023 release in the US last week. Specific details around the launch have not been announced yet.
Heineken led the multinational brewers in the third quarter of this year, posting a near-20% year-on-year jump in sales. The showing trumped Anheuser-Busch InBev (+12.1%), Carlsberg (+11.6%) and Molson Coors Beverage Co (+7.9%). Despite the healthy lift, CEO Dolf van den Brink triggered concern among investors by noting in the results announcement that there are “signs of softness in consumer demand” for beer.
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