And even though Heineken on-trade director Will Rice is very happy with how things are going, he also welcomes competition stating it is “good for the category” and is helping bring the low & no message front-of-mind.
Not only is the beer available on draught in such high numbers, there’s a further 600 to 700 pubs that use the Blade system to serve Heineken 0.0, which is ideal for those with a lower throughput, however, value sales of the alcohol-free beer in packaged format outstrip draught by some distance still.
Important role
Rice told The Morning Advertiser: “It’s been a big year for Heineken 0.0. We reached 1,000 taps and we’ve got again and got up to 1,700 with 2,000 being our next stage. I’d like to be in 2,000 pubs by the end of Q1 next year.
“What we are recognising is the important role 0.0 plays. Consumers want healthier choices and they want more choices.
“It’s not just Heineken. You’re seeing more and more 0.0 options on the bar. The pub next door serves Estrella Galicia 0,0, there’s a new McMullen site in St Albans that has another – you’re seeing it more and more, and more competition is good for the category because it’s bringing more people in. It’s getting in front of mind and the most important thing we can do is make sure it’s of the highest quality.”
Growth expected
Rice said he believed there is probably room for one zero alcohol draught product on the bar of any pub and stated it should be a lager because most bars have a draught line-up comprising two thirds of lager.
He also said the rate of sale of its 0.0 draught lager continues to grow and that will rise again as we head into Christmas.
