Signals

New Zealand – Heineken introduced a pioneering way for New Zealanders to explore their taste buds through genetic testing in November 2023. Collaborating with geneticist Andrew Shelling, the brand launched the Heineken Choice taste kits. Available in selected Auckland bars, the kits allow beer lovers to uncover their beer preferences – full-bodied or smooth – based on their genetic make-up. The kits employ a PTC test to detect bitterness sensitivity, linking it to beer preferences.

‘We are genetically hard-wired to detect bitterness,’ says geneticist Andrew Shelling. ‘It is written in our DNA, and has evolved to be like that over millions of years for our survival from potentially toxic and poisonous foods. Some of us are born to detect strong bitter flavours more strongly than others. Those who are more sensitive to bitterness are likely to make food and drink choices to avoid the taste. But, as we age, our bitter taste sensitivity also changes.’

The new kits coincide with the launch of Heineken Silver, a new low-carb beer catering for a generation that value easy-drinking and smooth taste. According to the brand, this unique beverage aligns with the soaring popularity of low-carb beers, which has surged by 22% between 2022 and 2023.

In How Beverage is Borrowing From Personal Care, we previously analysed how some alcoholic drink manufacturers, such as spirits specialist Amass, are finding inspiration in health and wellness brands’ strategies.

Global – What are women looking for in style media? Lifestyle publication Hurs, founded by Futures 100 Innovators nominee Bonnie Langedijk, has partnered with female-led research agency The Mix to uncover how media can reclaim its cultural relevance and better serve its audience.

The white paper, On Women’s Media, highlights the growing disconnection between the female press and women’s expectations. Publications are weighing women down instead of uplifting them – 66% of readers feel discriminated against in the media at large, and only 21% feel positive about how content addresses women.

The study revealed that 79% of women consume style media for inspiration, but only 26% feel inspired by what they find. Only a third (33%) of readers seek content about female empowerment. Instead, women want style media to create connections and to go beyond aspiration to create community, value and growth.

Read more on how media outlets are racing to re-invent themselves for the next generation in The New News.