Heineken promises its new alcohol-free beer tastes great

16 March, 2017

Heineken is launching a 0% abv lager under its eponymous brand in response to the growing consumer trend for moderation.

Heineken 0.0 is rolling out into stores this month and will be backed by a £2.5 million ad campaign.

While consumers are drinking less every year, a challenge for the no-alcohol beer category has been delivering the taste shoppers demand from a lager.

But Heineken is convinced it has cracked it. “This is a fantastic tasting beer,” said premium brands director David Lette. “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.

“With a high purchase intent, Heineken 0.0 will not only drive frequency with current beer drinkers, but also bring new shoppers to the category by attracting health-conscious younger consumers who are drinking less or abstaining altogether, by delivering a great-tasting beer from a brand that they’re proud to be seen with.”

The new beer contains just 69 calories and is said to enjoy “refreshingly fruity notes and soft malty body, which is perfectly balanced with a short after-taste.” 

Heineken 0.0 will be launching in two SKUs – the 4x33cl bottle (RSP £3.25) for a 6x33cl can pack (RSP £4.50).




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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