The brewer claims to have achieved 60% distribution in the off-trade in the eight weeks since it launched the 5% abv brew.
Heineken’s off-trade sales director, John Ricketts, said: “We launched with a very focused range and we are reviewing this to add more interest.
“We need to be quick-footed because we’re the small guy trying to get big.”
Ricketts said sales of the beer had their biggest lift in the week ending April 19 when multiple grocers sold 62% more than the previous week. He put the increase down to the initial burst of advertising and increased distribution.