Heineken has launched a $6.5 million media campaign to support the local launch of Heineken Silver, the new product touted as the 'smoothest beer in Australia'.

The campaign will include a TVC to run across YouTube & BVOD, out of home, digital & social media, in-store BTL, and a large sampling campaign.

The new brew, with a significantly reduced bitterness level of 5 International Bitterness Units (IBUs), compared to the 19 of Heineken Original, is targeted at Millennials and Gen Z consumers who find traditional beer too bitter.

Heineken Silver is also 99% carb-free, aligning with the growing health and wellbeing trends in Australia. This move comes as Heineken invests $6.5 million in a comprehensive marketing campaign to support the launch of Heineken Silver.

"We are thrilled to introduce Heineken Silver to the Australian market," said Heineken Country Manager, Dino Bozzone. "This launch marks a significant milestone in our ongoing commitment to innovation and quality. Heineken Silver is a testament to our dedication to crafting beers that meet the evolving preferences of our consumers and driving category growth for our customers. This remarkable smoothness makes Heineken Silver the perfect choice for those seeking a more refined beer experience without sacrificing the rich, refreshing taste Heineken is known for.”

Heineken's trademark has seen a growth of +2.4% (volume) in the MAT to June 2024 against a declining beer category (-3.1%) and declining premium international segment (-6.7%). Heineken Silver will be available at all good beer stockists from August 5th 2024, with a recommended retail price of $56.