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April 20, 2021

Rise in demand for smaller Heineken formats sparks US expansion

Heineken is ramping up the footprint of the 'mini' formats for its namesake lager brand in the US.

Heineken is ramping up the footprint of the ‘mini’ formats for its namesake lager brand in the US.

The 7oz (20.7cl) Heineken bottles and 8.5oz cans will expand beyond their current 24 US states this year, the brewer said today. The expansion follows an increase in sales for the formats that was ahead of growth for the Heineken brand as a whole in the country.

The US brand team for Heineken put the sales rises down to a new consumer focus on beer in a “refreshing, sessionable size” and the mini formats’ sub-100-calorie profile.

“7oz bottles are popular in hot climates, such as the Caribbean, Africa, South-East Asia and Southern Europe, as they are easily enjoyed refreshingly cold before they can heat up in the sun,” said brand manager Joe Conti. “We’re aiming to open consumers up to that option this Summer with their favourite green lager.”

Elsewhere today, Heineken said it is closely monitoring talks on a European Super League that could threaten the status of the brewer’s sponsorship partner, the UEFA Champions League.

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