It’s May and no, this isn’t an April Fools joke. Renowned Dutch lager beer brewer Heieneken did launch a new and non-alcoholic version of its famed lager beer calledHeineken 0.0 during last weekend’s 2017 Spanish Formula 1 Grand Prix in Barcelona.
The world’s second largest brewer will start marketing Heineken 0.0 in 17 countries globally, especially across Europe, Russia and Israel. Unlike its competitors that produce non-alcoholic beers for individual markets, Heineken’s rivalling entry is meant for global consumption.
“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,” said Gianluca Di Tondo, Heineken’s senior director when explaining the rationale behind the product.
With Heineken 0.0, the brewer aims to grant consumers the choice for a variety of drinking occasions. More importantly, its slated to contribute heavily towards the Dutch brewer’s campaign for responsible drinking and living a balanced, healthy lifestyle.
“Heineken 0.0 is brewed from scratch and has a perfectly balanced taste with refreshing fruity notes and soft malty body,” added Willem van Waesberghe, Heineken’s brew master. He continued by noting that it would’ve been easy for the firm to remove the 5% alcohol content in its existing regular beer, but this wouldn’t deliver the best taste.
Heineken 0.0 will become available in 17 markets worldwide initially where it will be offered both on and off-trade can forms, as well as bottles and draft. Additionally, an advertising campaign for Heineken 0.0 at Formula 1 racing events will kick off too.
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