Forecourt Trader - 30 years at the heart of the fuel retailing community

product news: Heineken launches alcohol-free lager

John Wood ·

Heineken has launched an alcohol-free lager Heineken 0.0. Heineken says it will be supported by a £2.5m marketing investment to address the key category consumption barriers: taste perception and social stigmatism.

The brewer says recent research has shown that while 50% of people say they moderate their alcohol consumption – a figure that is growing every year – only 47% of shoppers are satisfied with the existing beer offering in the UK market and are looking for a trusted global premium brand to enter this segment with a better tasting product.

David Lette, premium brands director at Heineken, said: “This is a fantastic tasting beer. Our master brewer is so confident in Heineken 0.0 that he has given it his seal of approval.

“Drinkers love it too. Initial feedback from both consumers and customers has been overwhelmingly positive, with a strong preference shown towards Heineken 0.0 versus other alcohol free beers. We really can say it’s the best tasting no alcohol lager.

“With a high purchase intent, Heineken 0.0 will not only drive frequency with current beer drinkers, but also bring new shoppers to the category by attracting health-conscious younger consumers who are drinking less or abstaining altogether, by delivering a great-tasting beer from a brand that they’re proud to be seen with.”

Heineken 0.0 will be launching in two SKUs to meet key occasions – the 4x330ml bottle (RSP £3.25) for “planned social occasions” and a 6x330ml can pack (RSP £4.50) for the “casual night in”.

Want more stories like this in your inbox?

Sign up for our FREE email newsletter

Keywords:

My Account

You are not logged in.
  • Weekly
    Retail
  • Weekly
    wholesale
  • Daily
    Average
Weekly Fuel Prices 14 August 2017
RegionDieselLPGSuper ULUL
East117.78126.20116.58
East Midlands117.17126.70116.22
London117.7259.90127.04116.54
North East116.9560.90129.14116.15
North West117.36126.64116.53
Northern Ireland116.19122.90115.51
Scotland117.41124.99116.52
South East118.0359.90127.89116.96
South West117.7463.40125.47116.65
Wales117.10127.21116.19
West Midlands117.39126.42116.62
Yorkshire & Humber117.0267.40127.01116.21

Most read

Do you agree with ITM Power - that the government should provide equivalent financial support for hydrogen fuel cell electric vehicle (FCEV) infrastructure as it has already provided for plug-in battery electric vehicle (BEV) infrastructure?