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.