Heineken introduces new non-alcoholic lager
Global producer of beer and cider products Heineken has introduced the new Heineken 0.0, a non-alcoholic lager.
The new zero-alcohol beer has been produced using only natural ingredients for a balanced taste and contains only 69 calories per 33cl bottle.
Heineken will release the drink in 14 markets this year. The company changed the traditional green colour label of the brand to blue to associate the product to the alcohol-free category.
Heineken's global craft and brew master Willem van Waesberghe said: "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 refreshing fruity notes and soft malty body."
Heineken's global brand senior director Gianluca Di Tondo said: "As pioneering brewers, we are committed to introducing new and innovative products to meet consumer needs. The zero alcohol segment in Europe and Russia grew with a 5% compound average growth rate (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. Our ambition is to lead the category development in the markets where non-alcoholic beer is still small, but has growth potential, with a premium proposition."
Heineken 0.0 will be available in 25cl, 30cl, and 33cl bottles; 33cl and 50cl cans; and a 20l David keg. It can also be purchased in both on and off-trade in different retail channels depending on market requirements.