Heineken is looking to attract more women to the brand with the launch of a new mid-strength, low-carb, low-calorie option, and has picked the Aussie market as the first in the world to taste it.

Heineken 3 is the first beer the company has introduced in Australia in over 20 years, and will be supported by an 18-month nationwide campaign that kicks off this afternoon in Sydney.

The launch event is aiming to create an iconic Australian summer experience in the last week of winter, mirroring the beer’s tagline ‘Have it All’. Social, digital, outdoor, retail and experiential activations will heavily feature throughout the campaign, with the primary target being inner-city consumers.

With only 86 calories and 3.3 per cent alcohol per bottle, Heineken 3 represents a big opportunity to capitalise on the growth potential of occasional beer drinkers across Australia, according to Alessandro Manuta, marketing manager at Heineken Lion Australia.