Heineken Pouring More Dollars Into Slim Can Format

NEW YORK — Heineken is doubling down on its investment in slim cans.

The beer brewer is taking aim at the growing format this year with marketing support, including out-of-home advertising, traffic-stopping in-store point of sale and a new 8.5-ounce slim can 24-pack.

The campaign will emphasis the can's "Cold to the last drop. Perfect for any occasion" consumer benefit to drive traffic and sales at retail.

"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. "

Heineken brought the slim can to market this past March.

"Our 8.5-ounce slim can is the first premium small can format to cater to this growing and increasingly influential demographic who prefer upscale beer and Heineken to mainstream counterparts," Simpson added.

In addition to its strong multicultural appeal, over-indexing with Hispanic and African-America consumers, the brewer's higher repeat purchase rate vs. key competitors signifies greater consumer loyalty that retailers can leverage to drive traffic to their stores and profits to their bottom line, according to Simpson.

Heineken slim cans will be available nationally across channels in 12- and 24-pack cases.