Dutch brewing company Heineken has launched Heineken 3 in Australia, targeting the daytime drinking crowd.

With the launch of the mid-strength beer variety, the company intends to beat competition from craft beer producers.

Heineken 3 offers lower calories and carbs.

"In Australia daytime drinking accounts for 50% of total beer volumes."

The Dutch brewer has launched this product in Australia following a period of two decades.

Currently, Heineken operates and brews in Australia through a joint venture with Lion, a food and drinks giant.

Heineken Lion Australia marketing manager Alessandro Manunta was quoted by news.com.au as saying: “It’s tailored for Australia, but it is absolutely important for us globally.”

“In Australia [daytime drinking] accounts for 50% of total beer volumes, which is roughly 850 million litres.

“So the chunk of the pie is really big, and this occasion is dominated by mid-strength, which has about 20% volume share.”

The Dutch brewer has invested A$6m ($4.5m) for the marketing campaign of this product.