Heineken’s new premium lager is receiving a lukewarm response from beer buyers as it tries to secure listings ahead of its February launch.

Despite a £24m marketing package for the brand, which will include two TV campaigns, retailers are unconvinced the new 5% abv product, replacing the outgoing Heineken Cold Filtered, can break into the competitive beer market.

See this week’s issue of The Grocer magazine for a lowdown on what the buyers think.

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