Heineken is offering Australians a risk-free opportunity to try its recently added mid strength, low-calorie beer, Heineken 3. The company is launching a Money Back Guarantee designed to boost trial of the product, refunding customers who aren’t satisfied with the taste.

Heineken describes its latest beer as one that will allow consumers to “Have It All”. The product boasts lower calories (86 calories per bottle) and lower carbohydrates (5 grams per bottle) whilst promising to deliver on taste.

Andrew Campbell, Managing Director at Heineken Lion Australia, is confident that Australian consumers will love it. “Heineken® 3 won two International Gold Medals (European Beer Star Awards 2016 and World Beer Championships 2016) for taste in 2016, so we knew the product was great,” said Campbell.

“The feedback from Australians four months after launch has been fantastic and validated this, which is why we are 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 will give them their money back.”

Already proving successful, Heineken 3 has acquired a 21 per cent share of the International mid-strength category, and grown to 53 per cent the size of category leader Peroni Leggera (according to Dec 25 2016 MQT Aztec AU National Scan Data) since its launch in August last year.

“The launch of our Money Back Guarantee scheme signals the latest phase of our national marketing campaign, as we continue to build on the momentum we have gained in the past few months. Our ambition is to continue to drive trial and ‘own’ the mid-afternoon occasion and we look forward to an exciting 12 months ahead,” said Campbell.

To be eligible for Heineken 3’s Money Back Guarantee, unsatisfied consumers who have purchased a six or 12 pack between January 23 and March 4 2017 are invited to visit www.haveitall.beer to explain why they didn’t enjoy the taste. Heineken will refund money back into consumers’ bank accounts or to Heineken’s chosen charity partner.

 

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