New lager is one of Heineken's biggest launches of recent years
![New lager is one of Heineken's biggest launches of recent years](https://d2td6mzj4f4e1e.cloudfront.net/wp-content/uploads/sites/9/2022/03/Heineken-Silver-2-WEB.png)
Heineken is launching a major new lighter-style lager in an effort to attract younger drinkers who want to moderate their alcohol intake. Heineken Silver is 4% alcohol by volume (ABV), has a low bitterness level and is aimed at the under 40s and particularly 18- to 24-year-olds, whose lager consumption has halved in the last seven years. Heineken believes younger adults are now looking for “more subtle, refreshing and accessible beers”, a demand that Heineken
![](https://m.media-amazon.com/images/I/71ebufdvHXL.jpg)
Heineken:Zero Non Alcohol Premium Lager Beer Taste
![](https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2017/02/06/Heineken.jpg?itok=YDFRayTf)
Heineken releases new 'Legends' campaign - Voyage, urging one to
![](https://c8.alamy.com/comp/2FK50JY/cornella-de-llobregat-spain-apr-21-2021-bottle-of-beer-lager-heineken-with-a-glass-with-heinekens-name-on-top-and-the-champions-league-down-and-2FK50JY.jpg)
CORNELLA DE LLOBREGAT, SPAIN - Apr 21, 2021: bottle of beer lager
![](https://www.fb101.com/wp-content/uploads/2015/06/Heineken-Light-Award-Winning-Beer-1200x1648.jpg)
Heineken Light To Expand Reach Through Tasting Light Program
![](https://www.heinekenusa.com/sites/theheinekencompany-usa/files/inline-images/heineken-ben.jpg)
HUSA “Ignites the Fight” at our 2018 National Distributor
![](https://pics.walgreens.com/prodimg/508348/900.jpg)
Heineken Original Lager Beer
Higher Costs Hold Down Profit at Heineken - WSJ
![](https://cdnph.upi.com/sv/ph/og/upi_com/6501648478195/2022/1/66aee5b0ea4187196978e248c06856b1/v1.5/Heineken-announces-it-is-leaving-Russia-over-war-in-Ukraine.jpg)
Heineken announces it is leaving Russia over war in Ukraine
Heineken and Carlsberg face up to need for innovation