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• New lager is one of Heineken's biggest launches of recent years

New lager is one of Heineken's biggest launches of recent years

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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

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