The launch party took place recently at the Independence Palace in Ho Chi Minh City. With the innovative and gorgeous light performance, the event took the audience on an exciting journey from outer space to major cities around the world and across Vietnam through the eyes of millennials, inspiring consumers to enjoy every moment to the fullest.
Heineken Vietnam’s commercial director Alexander talks with TheLEADER about the new product.
Why did Heineken Vietnam decide to launch Heineken Silver?
Alexander Koch: Heineken has been one of the most popular premium beer brands in Vietnam for decades. We stay constantly engaged with our consumers and we found that even with the huge success in Vietnam, there is strong demand for further ways to enjoy Heineken, for instance over food which is how beer is often enjoyed in Vietnam.
Heineken Silver delivers exactly that, the perfect, refreshing premium beer to drink with a meal, thanks to a well-balanced beer, lower in bitterness, whilst still keeping the signature Heineken full-bodied taste to suit a range of occasions – with or without food.
We believe Heineken Original drinkers will love the refreshing and easy to drink taste of Heineken Silver, as will new consumers, giving people more ways to enjoy a Heineken.
Will Heineken Original stay in the market?
Alexander Koch: Of course! Heineken is one of the most popular premium beers in the Vietnamese market and has excited millions of consumers with its perfect quality as well as legendary consumer experiences for decades.
Both variants will exist alongside each other to provide Vietnamese consumers with more ways to enjoy the perfect Heineken experience. While Heineken Original has become associated with special celebrations and gifting, Heineken Silver is the perfect companion for a wide range of occasions thanks to its smooth and easy-drinking taste.
What is the price and channel strategy for the new ‘silver'?
Alexander Koch: Heineken Silver is positioned in the same premium segment together with Heineken Original hence, the price point will be on par with Heineken Original (pint and sleek).
Following the Ho Chi Minh City launch, Heineken Silver will be rolled out in major cities including Bien Hoa, Can Tho, Nha Trang, Danang, Hanoi and Haiphong and eventually nationwide.
Heineken Silver is a smooth and easy-to-drink beer, which retains the signature Heineken full-bodied taste known around the world since 1873, perfect for a wide range of occasions. Heineken believes Heineken Original drinkers will love the refreshing taste of Heineken Silver, as will new consumers, giving people more ways to enjoy a Heineken.