Heineken launches craft beer for non-craft beer drinkers

1st March, 2017 by Arabella Mileham

Heineken is hoping to tempt the 75% of beer drinks who have never tried craft beer into the growing category, with the launch of two new beers under its new Maltsmiths Brewery label.

The new beers – a Bavarian-style Pilsner and an American-style IPA – are being rolled out from this month, and are intended to take a slice of a “huge untapped market” by appealing to people who haven’t yet started to experiment with the growing trend.

Sam Fielding, who heads up the new beer team at Heineken, said the company could have a positive impact on the sector, for although people were talking about and experimenting with new beers, around 75% of beer drinkers had not yet tried ‘craft beer’.

“This is about getting curious beer drinkers into the category….

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