Heineken Ups Investment in Slim Can Format

WHITE PLAINS, N.Y. — Following a successful launch, Heineken will double its investment in its 8.5-ounce slim can format in 2015.

The White Plains-based brewer will target the growing slim can segment with out-of-home advertising, in-store point-of-sales, as well as a new 24-pack offering.

“Sales of small can offerings [8-9 ounces] grew more than 350 percent last year, delivering incremental volume and profit to retailers across all channels,” said Jonathan Simpson, director of commercial marketing for Heineken USA. “The small can keeps the liquid colder longer and has strong appeal among Multicultural consumers looking to unwind after work or elevate their casual social gatherings."

Added Simpson: "Heineken’s higher repeat purchase rate versus key competitors signifies greater consumer loyalty that retailers can leverage to drive traffic to their stores and profits to their bottom line.”

Heineken 8.5-ounce slim cans will be available nationally in 12- and 24-pack cases.