Heineken introduces two gateway craft beers

Good tidings that Heineken’s newly launched craft beers will live up to expectations. The world’s number two brewer in March 2017 introduced a Bavarian-style Pilsner and American-style IPA to the market under its Maltsmiths Brewery label.

Heineken says research has revealed that 75 percent of beer drinkers have never tried a “craft beer” and that its new offerings will draw “curious beer drinkers into the category”. There are over 1,500 small and craft breweries in the UK.

The beers were developed at the Caledonian Brewery in Edinburgh, Scotland, by “maltsmiths” (not just brewers!), Heineken says. Unlike proper craft beers, these two brands are 4.6 % ABV, probably because of excise savings, and are available in 330 ml cans and bottles, as well as on draught.

The Dutch brewer entered the craft beer market proper in 2015 when it bought a 50 percent stake in US craft brewer Lagunitas for an estimated USD 500 million.