BEER
Heineken launches new 'wild' lager H41 in the UK
The 5.3% ABV limited-edition beer has been launched exclusively across Laine Pub Company sites in London and Brighton with an eye to expanding its availability in the future.
It will be available on draught and in 330ml bottles.
‘Play with yeast’
Heineken master brewer Willem van Waesberghe said: “When we had brewed the first two litres of the beer from this yeast and we started to smell it and taste it, I thought wow, we have immediately found something which fits what we wanted to do – play with yeast, brew a Heineken and show that when you change the yeast, everything changes in the beer.”
The Patagonian 'wild' yeast used in the beer’s production – reportedly the 'mother' yeast of Heineken’s A Strain, which has been used to create its beers since inception – is a rare variety discovered in the remote Argentinian region.
The name H41 is a nod to the latitude co-ordinate of the mountain range where it was found.
Heineken brand director David Lette said: "Heineken has more than 150 years of passion for beer and brewing mastery which we've previously never spoken about.
"This means we are in perfect position to explore different tastes and flavours whilst remaining true to our iconic product."
Top 100 Brands
Heineken’s eponymous lager was this week named among the Morning Advertiser’s Top 100 Drinks brands, coming in in 33rd place.
The beer saw 13% volume and 15% value growth over the past year, with a number of sports sponsorships reinforcing its strong position in the on-trade.
