---
title: "The Era of 'Star' Consumption Arrives: How Heineken® Silver™ Wins the Future!"
description: "In May of this year, world-renowned beer brand Heineken launched its new product, Heineken® Silver™. This is a high-end beer targeting young consumers with a smooth and refreshing taste, designed specifically for young people from packaging to quality, undoubtedly giving the young consumer group a brand-new choice. Videos featuring singers Boqian Ma and Tizzy T as Heineken Silver explorers were shot for the new product. Once the product hit the market, Heineken quickly distributed it through offline channels and invested substantial resources in promotion. This raises the question: why does Heineken place such importance on this new product? What impact will it have on the industry?"
author: "陈峰"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2020-08-06"
language: "en"
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# The Era of 'Star' Consumption Arrives: How Heineken® Silver™ Wins the Future!

> In May of this year, world-renowned beer brand Heineken launched its new product, Heineken® Silver™. This is a high-end beer targeting young consumers with a smooth and refreshing taste, designed specifically for young people from packaging to quality, undoubtedly giving the young consumer group a brand-new choice. Videos featuring singers Boqian Ma and Tizzy T as Heineken Silver explorers were shot for the new product. Once the product hit the market, Heineken quickly distributed it through offline channels and invested substantial resources in promotion. This raises the question: why does Heineken place such importance on this new product? What impact will it have on the industry?

**In May of this year, world-renowned beer brand Heineken launched its new product, Heineken® Silver™.** This is a high-end beer targeting young consumers with a smooth and refreshing taste, designed specifically for young people from packaging to quality, undoubtedly giving the young consumer group a brand-new choice.
Videos featuring singers Boqian Ma and Tizzy T as Heineken Silver explorers were shot for the new product.
Once the product hit the market, Heineken quickly distributed it through offline channels and invested substantial resources in promotion.
This raises the question: why does Heineken place such importance on this new product? What impact will it have on the industry?

**-01- Focus on Demand, Integrate into the 'Rising Generation' with Quality and Marketing**
Looking at current industry trends, optimizing capacity, expanding channels, improving profitability, quality first, and value return will become the themes of future development and the direction for beer companies.
What makes Heineken® Silver™ different? We summarize it into three aspects of upgrade.

**Quality First, Combining Looks and Strength**
As a new product, how can Heineken® Silver™ stand out in the new competitive environment? First, we need to know its target is the young consumer group—what do they need?
Today's young people are highly individualistic, reject mediocrity, have independent opinions, enjoy a relaxed atmosphere, and in product selection, both high appearance and high quality are essential. To meet the preferences of these young people, Heineken® Silver™ combines both attributes.
In terms of packaging, **the green background, silver glow, and red star—these classic Heineken® logos remain, but the 'silver' tone and red 'star' logo are more eye-catching. The collision of classic elements with fashionable styling gives Heineken® Silver™ a dynamic and modern feel.**

**A high-end beer that sweeps youth social circles, bringing a refreshing new storm this summer with its strength.**
**Adhering to Heineken® beer's over 100 years of high-end quality and whole-wheat flavor, using unique Heineken® A-yeast and pure natural ingredients, slow-brewed in horizontal tanks, with original wort concentration of 9.5°P, alcohol content of 4%, lower bitterness, smooth and refreshing taste, making it easier to drink.** It provides an excellent choice for young consumers who pursue fashion and quality of life during clubbing, parties, and meals.

**Marketing Upgrade, Giving the Rising Generation the Hottest Experience**
In addition to product innovation, keeping marketing up with the times is also essential.
On July 31, Heineken® Silver™'s first large-scale consumer event, 'Plan S', was held in Shanghai. This large-scale offline event, gathering nearly a thousand trendsetters, key channel clients, and brand fans, undoubtedly stirred up a wave in the FMCG industry that had been quiet for a long time after the pandemic.
At the 'Plan S' event, the scene was star-studded. Singers Boqian Ma, Tizzy T, and Ji Ke Jun Yi transformed into Heineken Silver explorers, using music to create waves of sensory impact.
**Following this, Heineken will launch touring experience events in dozens of cities across the country, planning to recruit about ten million consumers for tasting activities!**

**Extensive Layout, Boosting Channel Penetration**
Heineken has also put considerable effort into transforming its sales channels. This year, it has established extensive strategic cooperation with many well-known bars, KTVs, restaurant groups, convenience store chains, and large supermarkets, achieving rapid channel penetration through a widespread layout.
Heineken® Silver™ at a Meiyijia mini-bar
It is understood that the new product is tailor-made for the Chinese market, and China is the second global market for Heineken® Silver™. From the current situation, with substantial resources invested in promotion and a grand scale, Heineken® Silver™'s position in the brand's mind is evident. For the company, what strategic significance does it hold?

**-02- Strong High-End Push, Seizing the Market High Ground**
Industry insiders have pointed out that **Heineken® Silver™ is the first product after joining hands with China Resources Snow Breweries, and its strategic significance cannot be ignored. With the industry focusing on the top players and the acceleration of high-end industrial upgrading, Heineken® Silver™ will be a strong competitor in the new consumption era.**
Why say this? Let's look at what the alliance between China Resources Snow and Heineken China means for the domestic beer market.
Currently, brands such as China Resources Snow, Tsingtao Beer, and AB InBev have occupied over 70% of the domestic market share, and the competitive landscape has evolved into a head-on confrontation among the giants. In such an environment, whoever can gain a leading advantage will gain greater momentum in the future race.
China Resources Snow's market share has reached 23.2%, firmly holding the top position and far ahead in the mid-to-low-end market. As a world-renowned top brand, Heineken has sufficient say in the high-end market, maintaining its high-end brand positioning and image since entering the domestic market in 1983.
Heineken beer and the Shanghai Bund Roosevelt unveiling party
The birth of Heineken® Silver™ targets the new generation of main consumer groups. If it can successfully occupy a high market position, it will bring huge benefits to both parties, especially after the industry cooled down in the first half of the year due to the pandemic. Besides a significant increase in revenue, it is also an important opportunity for Heineken to capture more high-end market share.
For Heineken, cooperation with China Resources helps strengthen its competitiveness in the domestic market, while for China Resources, Heineken provides stronger support in the competition for international market influence.
As is well known, **the beer industry has been undergoing volume reduction and adjustment for many years, and major breweries are accelerating industrial restructuring and product upgrade adjustments. Centered on high-end and capacity reduction transformation, competition in the beer market has shifted from a market-share-grabbing era to a profit-refining era.**
For a long time, the competitive barriers in the beer industry were focused on scale and channels, not products and brands. Because in the past, the Chinese beer market was in a state of supply falling short of demand, and whoever had broader and deeper channels could gain an absolute advantage.
However, today, the market that wins by 'quantity' is over. **In the new industry trend, the key to beer brands conquering markets is competing on 'quality' rather than 'quantity'. Enterprise development is now driven mainly by high-quality, high-value high-end products.**
This can also be seen in the annual reports of major breweries, where the proportion of high-end products continues to rise, and profits have increased significantly.
As for market changes, one person seems to have foreseen this trend long ago.
Several years ago, Hou Xiaohai, General Manager of China Resources Snow Breweries (China) Co., Ltd., proposed that **the future high-end development of Chinese beer must be achieved through a combination of high-end brands. The high-end brand portfolio includes both Chinese and international brands. After integrating with Heineken, China Resources Snow's high-end brands will form a combination of Chinese brands plus international brands, making it more competitive.**
Now, Heineken® Silver™ joins the 'high-end beer' battle with a vibrant attitude. **For China Resources and Heineken, it not only further improves the high-end product matrix but also integrates domestic and international market forces, bringing a 1+1>N improvement in market competitiveness.**

**-03- 'Star' Era, 'Silver' Future**
The current Chinese beer market has entered a brand-new era, with an obvious trend being the rapid rise of young consumer groups.
The rise of young consumer groups is mainly reflected in two aspects: first, a significant increase in consumption capacity; second, a shift in consumption concepts.
Today's young people are different from the past; they have stronger consumption desires and also possess strong purchasing power.
On the one hand, the post-90s generation is gradually becoming the backbone of social development, with income levels rising significantly; on the other hand, advanced consumption concepts make young people more willing to spend on consumer goods that enhance quality of life and happiness, such as in the material and cultural consumption field.
The 'Research Report on Consumption Trends of the Post-90s Generation' points out: 'The post-90s generation dares to spend, generally values quality and service, is curious about new things, and pursues personalization, diversity, and experiential consumption.' In addition, young people have also become the main force in nighttime economy consumption in many cities.
Moreover, data shows that in 2018, short-term consumer loans for the 'post-90s' exceeded 3 trillion yuan, accounting for about one-third of the total short-term loans in 2018. **The 'post-90s' consumer group has a large base, strong ability to accept diversity, less economic burden in their growth environment, and unique consumption habits, making them the driving force of the new economy and new consumption, as well as the focus of market competition.**
As beer is a favorite alcoholic beverage among young people, **high-quality high-end beer is becoming the choice of more and more young consumers.** This is also an important reason why Heineken® Silver™'s offline activities exploded among young consumer groups as soon as it was launched.
High-end beers like Heineken® Silver™ are positioned to fit the consumption preferences of today's young consumer groups. Whether drinking with a few friends on weekends or enjoying a high-quality high-end beer alone, young consumers are extremely willing to pay for it in such scenarios.
In the new consumption era, we look forward to the outstanding performance of Heineken® Silver™, bringing new fashion trends to the beer industry.

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