Dutch brewing company Heineken is so confident in the taste of its recently launched mid-strength beer, Heineken 3, that it promises to refund consumers who are not completely satisfied with the taste.
The Heineken 3 ‘Great taste or your money back’ guarantee is designed to boost trial of the product, offering consumers “guaranteed taste satisfaction” or they will receive a refund on their purchase.
Heineken 3 claims it enables consumers to “have it all” with the brand containing 38 per cent fewer calories and 44 per cent less carbohydrates than full-strength Heineken, as well as “award-winning taste credentials”.
The product has been well received in Australia since its launch in August, capturing 21 per cent share of the international premium mid-strength category and growing to 53 per cent of the size of the category leader Peroni Leggera in its first four months (Aztec data supplied by Lion).
“Heineken 3 won two International Gold Medals for taste in 2016, so we knew the product was great,” Heineken Lion Australia Managing Director Andrew Campbell said. “The feedback from Australians four months after launch has been fantastic and validated this, which is why we’re so confident in the great taste that we can put our money where our mouth is. If Australians really don’t think it tastes great, we’ll give them their money back.”
To be eligible for Heineken 3’s money-back guarantee, consumers can buy a six- or 12-pack of Heineken 3 between January 23 and March 4. Those who don’t like the taste of the beer will be able to logon to a dedicated website – www.haveitall.beer – and tell Heineken why they don’t like the product, in 15 words or more. Heineken will refund the money into consumers’ bank accounts or donate it to the brewer’s chosen charity partner.
