Heineken debuts alcohol-free beer in US market

Heineken USA has launched Heineken 0.0, an alcohol-free malt beverage with 69 calories per bottle.

Created by Heineken’s Master Brewers using only natural ingredients, the new zero-alcohol option is said to offer a distinct and balanced taste.

Heineken 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 same premium beer taste that Heineken is known for.

“Heineken 0.0 is brewed from scratch and has a perfectly balanced taste with refreshing fruity notes and soft, malty finish.”

In a press statement, the company said that the launch of Heineken 0.0 represents a significant investment for the brand, which registered growth in the zero-alcohol segment in other markets.

Heineken 0.0 is now available for purchase in both on and off-trade retail channels across the US in cans and bottles.

Heineken USA chief marketing officer Jonnie Cahill said: “For the US, the time has come for an innovation that disrupts the category and offers a new take on how and when people enjoy beer.

“Heineken 0.0 brings an incredible beer taste to the non-alcoholic space and opens a world of opportunity for people to come together and enjoy a brew that expands drinking occasions, not limits them.

Heineken USA is a subsidiary of Heineken International that imports some of the key brands in the US market such as Heineken, Dos Equis Franchise, Tecate Franchise and Strongbow Hard Apple Ciders.

The subsidiary also imports Amstel Light, Amstel Xlight, Indio, Carta Blanca and Bohemia brands.