Heineken goes big for new smooth beer, Heineken Silver

Beer brewer Heineken has launched a multi-million dollar campaign for its new Heineken Silver product – a beer that is significantly less bitter than standard beers.

The brand has poured $6.5 million of media value into a full-scale marketing campaign to raise awareness of the drink being made available on Australian shelves, while emphasising Heineken Silver’s smoothness and 99% carb free status.

According to the brewer, Silver was created to appeal to drinkers who “find beer too bitter, of which a high percentage are Millennials and Gen Z”.