Heineken have launched a non alcoholic lager for Irish customers. It gives Irish consumers the choice to go non alcoholic without compromising on a quality beer experience.
The launch of Heineken® 0.0% comes as a response to Irish consumers’ needs and demands, driven by the global and local cultural trend of living a balanced lifestyle. The drink 0.0% gives Irish consumers more choice and variety for all occasions.
Heineken is the second largest brewer in the world and hope to target designated drivers with the new drink. The drink has 69 calories per 33cl can or bottle or half the calories of an orginal Heineken.
Currently, the number one reason?Irish consumers choose not to go alcohol-free on a night out is for fear of being seen as unsociable or not good fun 1.
Not having alcohol at all is their primary moderating behaviour. Heineken® 0.0% will allow Irish beer lovers to enjoy a quality tasting alternative on any occasion without the fear of being seen as unsociable.
Zero alcohol beers have seen growing sales in Europe. In Spain for example, zero strength beer already has about a 10 percent market share.
Radina Shkutova, Marketing Director, Heineken Ireland, said: “We’re truly excited to officially launch Heineken® 0.0% into the Irish market, and as a business we are committed to introducing new and innovative products to meet our consumer needs.
The simple fact is, consumers want choice.
Willem van Waesberghe, Global Craft and Brew Master at Heineken
"Heineken has seen strong growth within the low and no alcohol segment and expects this to continue, driven by the global cultural trend of living a balanced, healthy lifestyle.”
She continued: “Research shows that over 76% 2 of Irish people state that having a balanced lifestyle is important, yet only 25% believe it is easy to achieve this balance. We believe that Heineken® 0.0% will help to provide a solution for this challenge.”
In order to push the boundaries within the non-alcoholic beer category, HEINEKEN gave their Master Brewers a blank sheet of paper and challenged them to brew a distinctly flavoured, balanced non- alcoholic lager from scratch using just natural ingredients.
The result is Heineken® 0.0% – a non alcoholic alternative that delivers a balanced taste with fruity notes and soft malty body.
Willem van Waesberghe, Global Craft and Brew Master at Heineken, said: “Heineken® 0.0% is double brewed, we then remove the alcohol and blend with natural flavours, allowing Irish beer lovers to enjoy a world-class tasting alternative on any occasion without compromising on quality.”