FDBusiness.com

Heineken 0.0 Zero Alcohol Lager Introduced

 Breaking News
  • First Milk to Cut 30 Jobs Following a thorough review of its manufacturing operations, First Milk, the UK dairy farmers co-operative, is to planning to make changes to its Lake District and Haverfordwest creameries to improve the productivity and efficiency of these sites. Shelagh Hancock, chief executive of First Milk. Shelagh Hancock, chief executive of First Milk, comments: “We have made significant capital [...]...
  • UK Regional Governments Do Not Trust London on Food “The political dimension means that common sense may not always prevail,” said David Thomson (pictured above), CEO of Food and Drink Federation Scotland, about the current Brexit negotiations and their impact on the food and drink industry in Scotland and the UK. He stressed the importance of heightening the profile of the food and drink [...]...
  • Ireland’s Ancient East Food and Drink Guide for Visitor Experiences Launched Fáilte Ireland (National Tourism Development Authority) has launched ‘Ireland’s Ancient East – A Guide for Food and Drink Visitor Experiences’ for food businesses who wish to diversify into tourism in Ireland’s Ancient East region. The guide will provide businesses with the tools to help give visitors an unforgettable experience by sharing the great stories of our [...]...
  • 10,000 Ghana Cocoa Farmers Able to Receive Premium Payments By Mobile Phone Cargill has made its first ever sustainable premium payment by electronic transfer to cocoa farmers in Ghana. Just over 10,000 farmers are benefiting from the 2 million GHS mobile payments made by Cargill in partnership with its customers through the Cargill Cocoa Promise, Cargill’s commitment to improving the livelihoods of farmers and communities that will secure a [...]...
  • Bridge2Food Announces Finalists in Protein Awards 2017 The finalists have been announced for the Bridge2Food Protein Awards 2017 which celebrate those creating new plant-based and high protein foods and ingredients, driving growth and innovation in the Protein industry. The finalists for each category are as follows: Best Plant-based Food: awarded to a company or individual that has created a new plant-based food. Beyond Meat [...]...

Heineken 0.0 Zero Alcohol Lager Introduced

Heineken 0.0 Zero Alcohol Lager Introduced
May 15
10:01 2017

Global brewer Heineken has presented 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. Initially available in 14 markets in 2017, the brand’s iconic green label has been turned blue – the colour 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. Willem van Waesberghe, Global Craft and Brew Master at Heineken, says: “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.”

Gianluca Di Tondo, Senior Director Global Heineken® Brand, comments: “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® 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 gives consumers choice for a variety of drinking occasions. It also contributes to the growing cultural trend around the importance of responsible alcohol consumption and living a balanced, healthy lifestyle.

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.

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • September 19, 2017PROCESS EXPO 2017
  • September 22, 2017Global Summit on Food & Beverages
  • September 26, 2017FHM2017
  • September 26, 2017POWTECH
AEC v1.0.4

Jobs: New Product Development

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements