Heineken 0.0 hits the US market
Alcohol-free malt beverage developed shifting consumer tastes
Heineken USA, White Plains, N.Y., is launching its latest innovation: Heineken 0.0, an alcohol-free malt beverage that is brewed with a unique recipe for a distinct balanced taste that contains 69 calories in each bottle.
The brand’s iconic label has been turned blue to match the color associated with the global alcohol-free category, it says. Heineken Master Brewers created the new zero-alcohol brew, made with natural ingredients, resulting in a drink brewed for beer lovers, by beer lovers, the company adds. In a category where building occasions and meeting shifting consumer tastes is critical, Heineken 0.0 is a versatile brew for a variety of drinking occasions, and connects with the discerning tastes of a wide range of drinkers, according to the company. Heineken 0.0 now is on sale in six-pack cans and bottles.
“For the U.S., the time has come for an innovation that disrupts the category and offers a new take on how people drink and enjoy beer,” said Jonnie Cahill, chief marketing officer for Heineken USA, in a statement. “Heineken 0.0 brings for the first time a truly incredible beer taste to the non-alcohol space and opens a world of opportunity for people to come together and enjoy a brew that expands the drinking occasion — not limits them.”
Heineken USA is committed to introducing new and innovative products to meet consumer needs that includes living a balanced lifestyle. With strong growth in the non-alcohol segment expected to continue, Heineken 0.0 gives drinkers a choice for all their occasions, without compromising on quality, it says.
The launch is being supported with advertising and merchandising, including TV, mobile, digital and social media, video engagement, point-of-sales materials and consumer sampling on- and off-premise.
By supplying a well-known high-end option to the non-alcoholic segment, Heineken 0.0 aims to propel category growth by capturing new consumption occasions and new consumers, it says.