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Heineken debuts new 8.5oz slim can

DBR Staff Writer Published 27 January 2014

HEINEKEN USA, the nation’s leading upscale beer importer, is once again taking the lead by introducing the first 8.5 oz. slim can format in the premium price segment.

Beginning March 1, 2014, Heineken 8.5oz. Slim Can 12-packs will roll out at retail outlets across the country just in time to capitalize on the spring/summer and on-the-go outdoor occasions.

"The 8.0-8.9oz. can size experienced explosive growth in 2012, growing 356% in case volume and 522% in dollar volume and now represents an 8.2M case segment and growing," said Belen Pamukoff, Heineken Brand Director, HEINEKEN USA."42% of that growth is generated in the c-store channel where the 8.0oz. can format is outpacing all other sizes and is a preferred pack size among ethnic consumers. We are excited to now offer shoppers Heineken 8.5oz. slim cans, the first premium 8.5oz. format that caters to the growing Hispanic and African American demographic who prefer upscale beer and Heineken to mainstream counterparts."

Pamukoff continued, "The 8.5oz. can is the perfect size for outdoor and sports-viewing occasions. The smaller can size ensures a colder liquid per serving while Heineken's superior taste and contemporary upscale pack graphics provide consumers with a premium and memorable beer drinking experience."



Source: Company Press Release