Australia: Heineken 3 captures almost a third of Australia’s premium mid-strength beer market

The 3.3%-abv Heineken 3 has captured almost a third of the Australian premium mid-strength beer market since its launch last year, Heineken has said.

The beer, which is the focus of a new marketing campaign in Australia, accounted for 31% of July sales in the premium mid-strength category, according to scanner data cited by Heineken on September 20. The brand also has a 21% awareness level with 18-65-year-old consumers and a 79% repurchase rate.

Heineken said the performance "exceeded our expectations", adding that the awareness levels were "great for a product that has only been in the Australian market for 12 months".

Heineken 3 was launched exclusively in Australia in August last year and is a low-carb and calorie beer that aims to recruit female drinkers with a more health-conscious message. According to Heineken, the international premium mid-strength segment grew by 60% in Australia in 2016.

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