The Dutch brewer is crowdsourcing observations from fans on the consumption occasions of older shoppers using its innovation platform the Ideas Brewery.
The insight will be used to create new beer products as well as bring the marketing strategies for its lager and cider brands more in line with the specific needs of the demographic over the next year. It is hoped the company-wide initiative will encourage more older drinkers to purchase Heineken’s brands such as Amstel and Birra Moretti.
A spokeswoman for Heineken, says: “We see in many parts of the world an ageing global population which is increasingly living longer. Traditionally, our focus has been on younger consumer groups – we see potential in embracing all age groups. We are now looking for insights that can help us develop propositions that are better tailored to the specific needs of the 60+ consumer. At a later phase we will match ideas with relevant brands.”
The strategy follows the launch of the brand’s 60+ Generation challenge on the Ideas Brewery earlier this year where fans were invited to help create a documentary that celebrated the older generation. The activity is the first time Heineken has used its crowdsourcing platform, which launched last year, to target a specific demographic. > > > > Read More
