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”.