The question came up Wednesday if really big breweries were buying up hop varieties previously used mostly by smaller breweries.
First, three very big breweries funded the development of Citra and each eventually rejected it because it didn’t seem suitable for the beers they brew. That’s why it so many brewers can use the variety today.
Second, Heineken began using Cascade in Heineken Light relatively recently. They may have already been boasted about this in advertising I’m pretty oblivious — but if not this item today in Shanken News Daily indicates they are now:
Heineken USA has launched a new campaign to support its recently-reformulated Heineken Light label. The effort, which seeks to capitalize on Heineken Light’s ‘Best Tasting Low Calorie Lager’ award from the 2013 World Beer Championships, stars actor Neil Patrick Harris and puts the focus on Heineken Light’s new taste and package.
The label’s update includes the addition of Cascade hops, which give the 99-calorie brew a more IPA-like flavor and finish, as well as the introduction of a taller, slimmer-necked bottle and a new 8.5-ounce ‘slim can’ format. The ‘Best Tasting Light Beer’ campaign is currently running across TV advertising, digital, and other platforms.
About that “slim can.” Heineken first introduced a 12-ounce slim can for Heineken Premium Light in 2007. (That’s the one in the picture here. I’d be curious to see what the smaller one looks like.) At the time the goal was to overcome the “Heineken Hurdle” a perception among light beer drinkers who previously have tasted Heineken that HPL would be too robust for them.
Now there’s a hint, although the one YouTube commercial I looked at doesn’t mention hops, the beer may have a “more IPA-like” flavor. Apparently not a hurdle, although maybe why they’ve limited the dose size to 8.5 ounces.