Heineken® launches limited edition H41° Wild Lager

16th December 2016

Heineken® has launched H41°, a limited edition lager brewed using a rare ‘mother’ yeast discovered in Patagonia. Developed by the brand’s Master Brewer, the name H41° is derived from the latitude co-ordinate of the Beech forest of the Cerro Fitz Roy mountains in southern Patagoniawhere this yeast was discovered.

Willem van Waesberghe, Heineken® Master Brewer, commented: “Central to the famous Heineken® taste is our unique A-yeast. It was first used 130 years ago by Dr. Elion, a Heineken® brewer trained by Louis Pasteur, and it is still used today. The exact make up of our A-yeast is a closely guarded secret.”

The recent discovery of the ‘mother’ of the Heineken A-yeast presented the brand with a unique opportunity to explore the Heineken flavour that is known in 192 countries. Using its brewing expertise, Willem van Waesberghe and his team began to work with the mother yeast to unlock a spectrum of completely new flavours. Out of these experiments the “Wild Yeast Lager Collection” was born. The taste of every beer in the collection will be very different and H41° is the first expression that Heineken will introduce to the UK in limited quantities.

David Lette, Heineken® Brand Director, commented; “Heineken® has more than 150 years of passion for beer and brewing mastery, which we’ve previously never spoken about, so we are in a perfect position to explore different tastes and flavours, offering outlets something new for their customers to try. We’re very excited to be launching H41°to the on-trade.”

In the UK H41° will be available on draught at a select number of outlets, starting with Laine Pub Company who will be the first outlet to offer the new wild lager to consumers.

Gavin George, CEO Laine Pub Company commented; “Laines Pub Company is very excited to be offering this interesting new beer developed by our long term beer partner HEINEKEN. We feel very privileged to be the first UK retailer to offer H41° to its customers, because we believe it is important to continually enhance our draught beer range. We respect Heineken® for its brewing techniques and continuing efforts to experiment with yeast within its iconic brew”



For further press information, please contact:

The HEINEKEN team on 020 3757 6800 / heineken@publicasity.co.uk