WINNING WITH CONSUMERS
<39
LIGHT-BODIED
THIRST-QUENCHING
HOPPY BITTER
MALTY
SATISFYING
Brochure
Seven segments will help consumers, shoppers and customers discover
the beer category's taste palette, increasing the accessibility of the
category, broadening consumer knowledge and giving consumers and
Discovery customers a shared beer vocabulary
Mild flavours, thirst quenching, can
be slightly hoppy. Low-to-moderate
bitterness e.g. Sol, Fosters
Full, hoppy flavour with thirst-quenching
bitterness. Fairly full-bodied e.g. Zipfer
Urtyp, Brand
Full-bodied, long-lasting with caramel
and malty tastes. Subtle caramel or
honey sweetness e.g. Newcastle Brown
Ale, Bock beers, ales
World of HEINEKEN Quarter A 2012
