Heineken this morning introduced its latest innovation, Heineken 0.0, a non-alcoholic lager brewed with a unique recipe for a distinct balanced taste – and only 69 calories per 33cl bottle.
We could not immediately determine whether the U.S. is one of the 14 markets in which Heineken 0.0 is being introduced this year.
The brand’s iconic green label has been turned blue – the color associated with the alcohol-free category. The integrated launch campaign includes a TV commercial, digital and experiential activations plus on and off trade promotions.
Heineken’s Master Brewers created the new zero-alcohol beer using only natural ingredients.
“Removing alcohol from regular 5% Heineken would have been easy, but it wouldn’t deliver the best tasting non-alcoholic beer. Heineken 0.0 is brewed from scratch and has a perfectly balanced taste with refreshing fruity notes and soft malty body,” Willem van Waesberghe, Global Craft and Brew Master at Heineken, said.
Gianluca Di Tondo, Senior Director Global Heineken Brand, said:
“As pioneering brewers, we are committed to introducing new and innovative products to meet consumer needs. The zero alcohol segment in Europe and Russia grew with a 5% CAGR between 2010 to 2015. We expect this strong growth to continue, driven by good innovation on taste, as it already has in Spain, Germany and Austria. Our ambition is to lead the category development in the markets where non-alcoholic beer is still small, but has growth potential, with a premium proposition.”
Heineken will use its partnership with Formula 1 to give Heineken 0.0 a highly visible launch platform at the Spanish Grand Prix, in Barcelona on 14th May. Alongside the Grand Prix activation, Heineken 0.0 launches with an integrated marketing program showcasing the campaign tagline, ‘Open to all’. The premise is based around the inclusiveness of Heineken 0.0 to all people, moments and drinking occasions, which might call for a beer but not for alcohol.
Heineken 0.0 is available for purchase in both on and off-trade in different retail channels depending on market requirements. It comes in 25cl, 30cl and 33cl bottles, 33cl and 50cl can and 20L David keg, depending on the market standards.