Heineken Debuts 8.5-Ounce Slim Can

Size outpacing all others in convenience store channel, importer says

Published in CSP Daily News

WHITE PLAINS, N.Y. -- Heineken USA Inc. has announced that it is introducing the first 8.5-ounce slim can format in the premium price segment. Beginning March 1, 2014, Heineken 8.5-ounce Slim Can 12-packs will roll out at retail outlets across the country.

"The 8.0- to 8.9-ounce can size experienced explosive growth in 2012, growing 356% in case volume and 522% in dollar volume and now represents an 8.2 million-case segment and growing," said Belen Pamukoff, Heineken brand director for Heineken USA; "42% of that growth is generated in the c-store channel where the 8.0-ounce can format is outpacing all other sizes and is a preferred pack size among ethnic consumers. We are excited to now offer shoppers Heineken 8.5-ounce slim cans, the first premium 8.5-ounce format that caters to the growing Hispanic and African American demographic who prefer upscale beer and Heineken to mainstream counterparts."

He added, "The 8.5-ounce can is the perfect size for outdoor and sports-viewing occasions. The smaller can size ensures a colder liquid per serving while Heineken's superior taste and contemporary upscale pack graphics provide consumers with a premium and memorable beer-drinking experience."

Heineken USA, White Plains, N.Y., is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale, Strongbow cider and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.