Heineken is launching Heineken Silver beer in the US, the first significant innovation on its flagship brand since 2019.
Heineken Silver is positioned as a “lower-carb, lower-cal addition” to its lineup in the country and is tailored to the American palate.
Initially launched in Asia, Silver will be available in bottles and cans across the U.S. market.
- Over the past five years, Heineken has struggled in the U.S. with weak volumes.
- Analysts suggest a potential bolt-on acquisition of The Boston Beer Co. by Heineken, which could transform the company's business in the U.S.
- If Heineken acquires Boston Beer Co., it would double its size in the U.S. market and significantly increase its presence in the “beyond beer” category.
The recent decline in Boston Beer Co.'s Truly Hard Seltzer brand could pose a snag in the potential deal, but analysts believe it is still possible.
