Heineken has developed a ‘distinct’ zero-alcohol beer, as consumers continue to reduce their consumption of alcohol.
European consumers have consistently cut back on alcoholic drinks, with marked declines in per capita consumption in Spain, Portugal, Denmark, the UK and Ireland over the last ten years, according to the Organisation for Economic Co-operation and Development (OECD).
Heineken 0.0 will roll out across 14 markets this year, and sees the brand’s ordinarily green label turn blue to highlight the zero alcohol content. The drink is described as a non-alcoholic lager made with natural ingredients and brewed with a unique recipe for ‘a distinct and balanced taste’. It delivers just 69kcal per 330ml bottle.
An integrated launch campaign includes a TV commercial, digital and experiential activations, plus on-trade and off-trade promotions.
Willem van Waesberghe, global craft and brew master at Heineken, said: “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.”
Heineken brand senior director Gianluca Di Tondo added: “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.”
Falling beer sales
Volume per person, 1990-2010, World Health Organization
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 14 May. Alongside the Grand Prix activation, Heineken 0.0 will launch with an integrated marketing programme showcasing the campaign tagline ‘Open to all’.
The premise is based around the inclusiveness of Heineken 0.0 and its suitability to various different drinking occasions, which might call for a beer but not for an alcoholic beer.
It will be available in 25cl, 30cl and 33cl bottles, 33cl and 50cl cans, and 20 litre kegs.
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