Heineken takes a lead on alcohol-free beer in Australia

Feb 01, 2022

Heineken® 0.0, an alcohol-free lager. The brand’s extension into the alcohol-free category seeks to capitalise on shifting consumer demands and reflects a global desire for alcohol-free beer options among those who are looking to moderate their alcohol consumption. To clearly identify it, Heineken’s iconic green label has been turned blue.

 

The launch seeks to transform ‘non-beer moments’ where consumers crave a beer but don’t necessarily want the alcohol, into beer moments by providing a premium alcohol-free beer option. Following a successful global launch in 2017 Heineken 0.0 is now available in more than 30 countries and Australia identified as a market for potential growth.

The 'When you drive you never drink" campaing is promoting a messgae that Heineken® are really passionate about, because responsible drinking is at the core of Heineken®. It may be a serious message – but that doesn’t mean it can’t be shared in a fun way. We collabed with two of the most iconic drivers in the world: Father and Son F1 legends, Keke & Nico Roseberg to create a film all about it. The conclusion? If you crack open the bottle you don’t get the keys. Watch it and enjoy the hair-pin twist at the end.

Want to know more about the 0.0 beer:

Heineken’s® Master Brewers created the alcohol-free beer using only natural ingredients, resulting in a beer brewed for beer lovers, by beer lovers. Willem van Waesberghe, Global Craft and Brew Master at Heineken®, said; “Removing alcohol from regular 5 per cent 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.”

Damian Dabkowski, Country Manager Heineken® Australia, said; “As pioneering brewers, we are committed to introducing new and innovative products to meet consumer needs. Heineken 0.0 has been a huge success globally, by fulfilling a need for consumers, and we expect this to be replicated in the Australian market driven by great innovation on taste”.

“The alcohol-free beer segment is in its infancy in Australia. Our ambition is to lead the category development here, with a premium proposition from a brand consumers are proud to be seen with.”

Heineken® 0.0 is brewed with a unique recipe for a distinct balanced taste – and contains only 69 calories per 330ml bottle. It is available for purchase in BWS and Dan Murphy’s nationwide in 330ml bottle six and 24 packs.

For further information, visit http://www.heineken.com/au.