Heineken bids to boost no and low-alcohol category
The campaign, entitled Say Yes, is a series of adverts promoting Heineken UK’s alcohol-free beer and cider range: Heineken 0.0, Birra Moretti Zero and Old Mout Alcohol-free.
The company’s mission is to help fuel the growth of the low and no-alcohol category and its importance, by highlighting relevant consumption occasions and, in turn, the valuable opportunity it presents to the on and off-trade.
Its campaign will run in-store and online across the UK, demonstrating the role alcohol-free can play through scenarios in your life, such as saying yes, to a midweek get together with a Birra Moretti Zero or an Old Mout Alcohol-Free cider on a Sunday afternoon.
Consumer demand
Heineken category and shopper marketing director Toby Lancaster said the campaign comes at a time when more and more people are opting for low or no-alcohol alternatives.
“The no and low-alcohol sector is currently booming,” exclaimed Lancaster.
“The beer category is currently experiencing a 24% rise in yearly sales value growth and the cider category has grown 38% – with this level of increase expected to continue.”
Trend acceleration
He added: “As more shoppers introduce alcohol-free beer and cider to their repertoire, the Say Yes campaign by Heineken UK will accelerate this trend by inspiring new occasions to enjoy, while combating outdated pre-conceptions once associated with the category.”
Heineken is also supporting retailers with the launch of ‘Zero Zones’ to the UK market following successful trials internationally.
The company believes Zero Zones will allow stores to strengthen visibility and showcase the broad range of alcohol-free variants in-store.
