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Heineken has launched Heineken Ultimate, a new lower-calorie beer variant debuting exclusively in Brazil before a wider rollout.

The new product contains 97 calories, 30% fewer calories than the standard Heineken offering and features a gluten-free formulation and lower alcohol content. The company said the launch is aimed at consumers seeking moderation and balance while maintaining the brand’s core taste profile.

According to Heineken, the launch reflects changing consumer habits in Brazil, with growing demand for products linked to wellness and lifestyle flexibility.

Mauricio Giamellaro, managing director of Heineken Brazil, said the product was developed in response to consumers seeking “more balanced relationships with consumption”.

He added that Brazil being selected as the first market for the launch highlights the country’s strategic importance to the brand globally.

The launch also supports the company’s broader portfolio diversification strategy in Brazil. In recent years, Heineken has expanded its offering with products including Heineken 0.0, Amstel Ultra, Sol, Praya Lager, Baer Mate and Mamba Water.

Jules Macken, global innovation director for the Heineken brand, said the product was developed after identifying consumer demand for options that support both social occasions and wellbeing goals.

Distribution of Heineken Ultimate will begin in May in São Paulo and Minas Gerais, before expanding to Rio de Janeiro and Espírito Santo in July, followed by a broader rollout across Brazil.