Heineken Minis Return to the American Beer Market

Heineken Minis
Heineken Minis are part of Heineken’s Summer of Cans retail program, an interactive scratch-to-reveal mechanic activated with a QR code

Heineken has announced the return of Heineken Minis.

These are 7-oz. cans and 8.5-oz. bottles that contain the imported lager.

Heineken Minis are now available in 24 states in chain retailers. The brand intends to expand into additional markets later this year.

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

“7-oz. bottle and 8.5-oz. can depletions were up 45.2% and 22.3%, respectively, L12W 2021 vs 2020, which means these SKUs are growing 9 to 4.5x faster than Heineken Original as a whole,” Conti adds. “Distribution was up 94.9% and 15.3%, respectively, in the same period”

Heineken Minis are less than 100 calories per 7-oz. bottle or 8.5-oz. can.

This launch is part of Heineken’s Summer of Cans retail program, an interactive scratch-to-reveal mechanic activated with a QR code scan that encourages shoppers to “Enjoy, Scan, Win” at the point of purchase. Shoppers scan to enter the sweepstakes and “scratch” the star on the digital can to reveal a prize.

The grand prize kit includes a grill, lounge chairs, Kan Jam, Cornhole Cooler, umbrellas, hats, koozies, sunglasses, a backpack and a gift card. Secondary prize winners receive a secondary Heineken summer swag prize. 

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