Heineken launches new non-alcoholic beer

By Daniel Woolfson

- Last updated on GMT

Heineken 0.0: initial feedback on non-alcoholic brew 'overwhelmingly positive'
Heineken 0.0: initial feedback on non-alcoholic brew 'overwhelmingly positive'
Heineken is launching a new, non-alcoholic version of its flagship lager, The Morning Advertiser can reveal. 

Heineken 0.0 will be available in 330ml bottles across the on-trade from this month onwards, accompanied by a £2.5m marketing push. Each bottle contains 69 calories.

Heineken premium brands director David Lette said: “Initial feedback from both consumers and customers has been overwhelmingly positive, with a strong preference shown towards Heineken 0.0 versus other alcohol-free beers."

Drive frequency with drinkers

“With a high purchase intent, Heineken 0.0 will not only drive frequency with current beer drinkers, but also bring new drinkers to the category by attracting health-conscious younger consumers who are drinking less or abstaining altogether, by delivering a great tasting beer from a brand that they’re proud to be seen with,” he added.

This makes Heineken the latest brewer to stake a claim on the burgeoning low and non-alcoholic beer market, after AB InBev announced last year​ it would expand its alcohol-free range and work to ensure 20% of its sales come from the category by 2020.

Lette cited research by the company that claimed only 47% of customers were currently satisfied with the range of low and non-alcoholic beers available.

Additionally, 50% of consumers were now actively moderating their alcohol intake, he said.

Growth in low-alcohol beers

In January, Scottish brewer Innis & Gunn launched Innis & None​, a non-alcoholic pale ale designed to capitalise on an increasing number of customers giving up alcohol for 'Dry January'.

Brewing giant AB InBev has committed to making at least 20% of its beers 3.5% ABV or lower by 2025 as part of its Global Smart Drinking Goals.

During an exclusive interview​ on the eve of its acquisition of rival firm SABMiller, AB InBev’s Northern European boss Jason Warner told The Morning Advertiser​: “It’s going to manifest itself with much more choice when it comes to non-alcoholic beer – remove the alcohol and you expand the occasions and opportunities.”

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