Heineken Goes Small With New Mini Bottles

, Heineken Goes Small With New Mini Bottles

(Courtesy Heineken)

At a time when craft breweries are increasingly moving to the 16oz can format, Heineken is going the other way.

Here’s the deal…

Heineken USA is returning its trademark lager in 7oz bottle and 8.5oz slim cans to US beer lovers. Popularized by brands like Rolling Rock, Miller High Life, and eventually Heineken, the Dutch international brewing giant calls them “minis” but other companies have used terms like “nips” or “ponies” to describe the smaller beer packaging.

“7oz. bottles are popular in hot climates, such as the Caribbean, Africa, Southeast Asia, and Southern Europe, as they are easily enjoyed refreshingly cold before they can heat up in the sun,” says Heineken USA Brand Manager, Joe Conti. “7oz bottle and 8.5oz can depletions are up +45.2% and +22.3% in 2020, which means they are growing 9 to 4.5x faster than Heineken Original as a whole.”

, Heineken Goes Small With New Mini Bottles

(Courtesy Heineken)

“With less than 100 calories per 7oz bottle or 8.5oz can, Heineken Minis, are a refreshing option for consumers when they want the great taste they’ve come to enjoy in a refreshing, sessionable size,” Conti added. “We’re aiming to open consumers up to that option this summer with their favorite green lager.”

Now available in 24 states (with an increased rollout planned for later this year) Heineken mini bottle and can formats can now be found at major retail chains including Publix, Sam’s Club, BJ’s, Walmart, 7 Eleven, Circle K, and Total Wine & More.

To help promote the return of this mini configuration, Heineken has launched the “Summer of Cans” retail program, an interactive retail scratch and reveal campaign (like those lottery cards) with tons of prizes.

The grand prize kit includes a grill, lounge chairs, coolers, umbrellas, hats, koozies, sunglasses, a backpack, and a gift card. Secondary prize winners will get a secondary Heineken summer swag prize.

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