Heineken launches alcohol-free beer

14 March 2017

Heineken has announced the launch of an alcohol-free beer in response to moderate alcohol consumption. Heineken 0.0 will roll out this month and be supported by a £2.5m marketing investment.

Recent research has shown that while 50% of people now say they moderate their alcohol consumption – a figure that is growing every year – only 47% of shoppers are satisfied with the existing beer offering in the UK market and they are looking for a trusted global premium brand to enter this segment with a better tasting product.

Heineken 0.0 is brewed using only natural ingredients, including Heineken’s own A yeast. It contains 69 calories and is defined by its 'refreshingly fruity notes and soft malty body, which is perfectly balanced with a short after-taste,' the company says.

'This is a fantastic tasting beer,' David Lette, premium brands director at Heineken, said. 'Our master brewer is so confident in Heineken 0.0 that he has given it his seal of approval. Drinkers love it too – 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.  We really can say it’s the best tasting no alcohol lager.'

The company said it hopes the new beer will drive frequency with current beer drinkers and bring new drinkers to the category.



Related content

News |  Imbibe Live

Serve alcohol-free beer on draught with Blade

Alcohol-free beer is now widely available on tap, having previously been restricted to bottled format, thanks to the launch of Heineken 0.0 on Blade.

News |  Beer & Cider

Alcohol-free Guinness launched

Guinness 0.0 is made by cold filtration, which the brewers say protects the integrity of the stout.

News |  Beer & Cider

Brooklyn Brewery adds alcohol-free beer to its UK portfolio

Carlsberg UK-distributed Brooklyn Brewery is in full swing.

News |  Beer & Cider

Imbibe puts alcohol-free, low-alcohol and small beer to the taste test

Non-alcoholic and low-abv beers are on the rise – and, on this evidence, a lot better than they used to be.