HEINEKEN Ireland launches Heineken® 0.0%: The non- alcoholic lager with World- Class taste!

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Heineken® 0.0% provides Irish consumers with the choice to go non-alcoholic without compromising on a quality beer experience

Wednesday, 28th March: Today, HEINEKEN Ireland launched Heineken® 0.0%: a non-alcoholic lager, with world-class taste, brewed by beer lovers for beer lovers. Heineken® 0.0% is the latest innovation and new family member, alongside Heineken® and Heineken® Light.

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. Heineken® 0.0% gives Irish consumers more choice and variety for all occasions, and empowers those who can’t or don’t want to drink alcohol, to be involved in every beer and non beer moment without compromising on quality or taste.

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], and abstaining from alcohol completely is their primary moderating behaviour. Heineken® 0.0% will allow Irish beer lovers to enjoy a world-class tasting alternative on any occasion without the fear of being seen as unsociable.

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, our consumers want choice. 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 perfectly balanced taste with refreshing 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.”

 Heineken® 0.0% will be available in the on and off trade and the launch will be supported with a fully integrated multi-media campaign, including TV, Radio, Outdoor & Digital.

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    [1 and 2]Ignite: Consumer & Market Intelligence - Moderation Research Report 2018