Heineken 3 grabs market share in Australia - figures

The 3.3%-abv Heineken 3 has captured almost a third of the Australian premium mid-strength beer market since its launch last year, Heineken has said.

The beer, which is the focus of a new marketing campaign in Australia, accounted for 31% of July sales in the premium mid-strength category, according to scanner data cited by Heineken today. The brand also has a 21% awareness level with 18-65-year-old consumers and a 79% repurchase rate.

Heineken said the performance "exceeded our expectations", adding that the awareness levels were "great for a product that has only been in the Australian market for 12 months".

Heineken 3 was launched exclusively in Australia in August last year and is a low-carb and calorie beer that aims to recruit female drinkers with a more health-conscious message. According to Heineken, the international premium mid-strength segment grew by 60% in Australia in 2016.

Today, Heineken unveiled a new marketing drive for the brand, designed to highlight the ideal occasions to enjoy the product. It will include an integrated three-month multi-channel campaign through TV, radio, outdoor, PR, social media, experiential and in-store activations, as well as an influencer engagement programme.

"We recognised trends around health-conscious consumers and offering a choice that complements their lifestyle," said Nada Steel, marketing manager for Heineken Lion. "We want to reach new drinkers to demonstrate how consumers can enjoy Heineken 3 in the right way, at the right time including those spontaneous moments."