Dutch beer maker Heineken just launched Heineken 0.0, a low-calorie, zero-alcohol beer that will be sold around the world.
Heineken released the beer in response to consumer trends: European consumers have consistently been drinking less alcohol. Countries like Spain, Portugal, Denmark, the UK, and Ireland have experienced a significant decline in alcohol consumption over the past decade, according to the Organization for Economic Co-operation and Development (OECD). In some countries, beer consumption has fallen by nearly 50% over the past decade.
Heineken will launch 0.0 in 14 markets this year. The beer comes with a blue label that immediately distinguishes it from the original green Heineken label.
Heineken 0.0 is described as a non-alcoholic lager made from natural ingredients and “brewed with a unique recipe for a distinct and balanced taste”. There’s just 69 calories in each 330mL bottle.
Unlike some non-alcoholic beers, 0.0 is brewed from scratch. Willem van Waesberghe, global craft and brew master at Heineken, explained that:
“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 refreshingly fruity notes and soft malty body.”
The non-alcohol segment continues to grow. According to a statement from Heineken, the demand for zero-alcohol beer grew by 5% between 2010 and 2015 in Europe and Russia. The company expects that trend to continue. Meanwhile, beer consumption has fallen sharply in countries like Italy (down 44.5%), France (25.6%) and Germany (24.7%).
Look for Heineken 0.0 to have prominent placement at Formula 1 events this summer. The company already used its partnership with Formula 1 to highlight Heineken 0.0 at the Spanish Grand Prix in Barcelona on May 14. Television and internet commercials have also started to roll out.
Heineken 0.0 is available in 25cl, 30cl, and 33cl bottles, 33cl and 50cl cans, and 20L kegs. Look for it at bars and retailers near you in the future!
