Heineken has announced the pending release of a 3.5%-ABV extension of its namesake beer brand that will debut in Brazil ahead of a worldwide rollout.
Heineken Ultimate, which sits below Heineken Silver (4%) in alcohol strength terms, is being launched this month in the state of Minas Gerais and in São Paulo this month, followed by Espírito Santo and Rio de Janeiro in July before hitting the rest of the country. The SKU is positioned as a lower-ABV, lower-calorie – containing 97 calories compared to 147 in standard Heineken – and gluten-free beer to cater to what the brand owner described as “evolving consumer habits”.
Further market rollout details were not initially available.
The group said the launch forms “part of a broader market transformation in Brazil, in which consumers are increasingly guided by different lifestyles and a growing connection to wellbeing”, as well as bolstering the group’s “portfolio diversification strategy”. It follows the launchws in Brazil “in recent years” of Heineken 0.0, gluten-free beers Sol and Praya Lager and functional beverage brands Baer Mate, Mamba Water and Mamba Water Protein.
Two months ago, Heineken unveiled Heineken 0.0 Ultimate, which is calorie- and sugar-free as well as 0% ABV, in the US market.
“Heineken Ultimate was born from a clear transformation in consumer behaviour, with people seeking more balanced relationships with consumption,” said Heineken Brazil MD Mauricio Giamellaro. “More than launching a new product, we are expanding the range of choices within the category.
“The fact that Brazil is the first market to receive this innovation reinforces the country’s strategic relevance for the brand globally.”
Heineken finished its latest full year with a flourish after having had a flat time of things in the third quarter of 2025. However, also in the results presentation, the group laid bare its pre-announced intention to review its total workforce numbers.
A reduction of 5,000 to 6,000 roles is expected as part of the group’s ‘Evergreen 2030’ strategy for the next five years.
