The team behind Heineken has created a specially designed ‘Beer Level’, ensuring that its beers are served with the famous Heineken star sitting exactly horizontally to the beer surface in every glass.
The campaign sees Heineken master brewer Willem van Waesberghe exclusively reveal how to spot the perfectly poured pint.
‘True Science’
“It’s easy to take for granted the refreshment and uniquely balanced taste a Heineken always provides – whether Original, Silver, or 0.0 – as it is so consistent, wherever in the world you enjoy it,” said van Waesberghe.
“However, there is a true science behind the sip, driven by our Five-Star Brewing Principles, including Heineken’s famous A-yeast, quality pure malt, 100% natural ingredients, a horizontal brewing method, and our verified Star Brewers – a title that takes ten years to attain – that provide you with the ‘First Ahhh!’ feeling.”
Waesberghe recommends looking out for the following six signs:
- The glass should be held at the base – this keeps the beer as cool and crisp as possible.
- The tap should be opened in one firm motion. Your server needs to be confident – if opened slowly, she/he/they risk squeezing the line, resulting in excess foam falling into the glass before the tap is fully opened.
- The glass should be tilted precisely at a 45-degree angle, with the beer pouring down the inside of the glass – this creates that mesmerising whirlpool effect that whips up the foam underneath. Remember – the nozzle should never touch the beer, as this breaks the surface tension, which impacts the crisp, refreshing taste.
- The head of foam should be solid and perfectly balanced on the arms of the iconic Red Star, all the way to the rim of the glass – in scientific terms, the perfect pint should consist of 95% beer, 5% foam, as this best brings out the beer’s aroma, whilst preventing oxidation and your beer going flat.
- Your server should start skimming the moment the beer overflows, using a wet skimmer at a 45-degree angle – this removes excess foam and creates an unbroken seal. Skimming removes large bubbles on top of the foam that protects it from oxygen and maintains the head for longer.
- Wherever you enjoy a Heineken, the ‘first sip’ feeling is best enjoyed in a glass – no matter where you are in the world, pour your Heineken from the bottle and into a lager glass, to unlock the full flavour experience.
‘The First Ahhh!’
The ‘Beer Level’ initiative comes as Heineken launches its global campaign and TVC, ‘The First Ahhh!’
The campaign aims to capture the refreshing ‘first sip’ feeling to be had when finishing your day and starting your evening.
A Go-To For Diners
Heineken has worked with UK chef Lee Tiernan, of London’s F.K.A. Black Axe Mangal, to help balance taste and flavour.
Tiernan hopes to showcase how its five-star premium brewing credentials make Heineken a consistent go-to for diners to enjoy as the first drink of the night.
‘Perfect Accompaniment’
“The end goal of a beer-and-food pairing is that, when combined, you end up with a more balanced flavour than each would be alone,” said Tiernan.
“That’s why Heineken is the perfect accompaniment for most dishes – its moderate body, light, fruity taste, with a lingering fruit and balanced bitterness finish, complements a huge range of flavours.
“My favourite ingredients to enjoy with a Heineken include fatty lamb shanks, spicy sausages, and the umami flavours of fermented shrimp.”
