Dive Brief:

• Heineken USA is launching a new 8.5 oz "slim" can of its trademark beer. 
• The company says the slimmer container helps ensure that the brew remains cold even when consumed outside during warmer months.
• The cans will be available in 12-packs starting March 1. 

Dive Insight:

We suppose that anyone who has ever nursed a beer for too long and wound up with a mouthful of warm liquid might find the appeal in a skinny can of beer. Perhaps there's also a market for the slim can among those drinkers who find beer is too filling. Or maybe younger consumers — enamored of "energy" drinks like Red Bull — have developed an affection for skinny cans. 

Whatever the reason, Heineken and every other brewer in the world seem intent on finding ways — some of them sort of weird — to get young adults to enjoy beer as much as their fathers do.