Heineken has today announced the launch of its latest beer to Australia, Heineken 0.0, an alcohol-free lager. The brand’s extension into the alcohol-free category seeks to capitalise on shifting consumer demands and reflects a global desire for alcohol-free beer options among those who are looking to moderate their alcohol consumption.
Available nationwide, Heineken 0.0 will be supported in 2019 by a high-impact nationwide campaign with the aim of establishing the brand in the Australian market and driving trial for consumers. To clearly identify it, Heineken’s iconic green label has been turned blue.
The launch seeks to transform ‘non-beer moments’ where consumers crave a beer but don’t necessarily want the alcohol, into beer moments by providing a premium alcohol-free beer option. Following a successful global launch in 2017, Heineken 0.0 is now available in more than 38 countries and Australia was identified as a market for potential growth.
The brand will look to alter pre-conceived notions surrounding the category by surprising consumers with a great tasting alcohol-free beer and educating on the ideal occasions to enjoy the new product. This will form a major part of Heineken’s strategy to enable the brand to access more drinkers in more occasions.
Heineken’s Master Brewers created the alcohol-free beer using only natural ingredients, resulting in a beer brewed for beer lovers, by beer lovers. Willem van Waesberghe, global craft and brew master at Heineken, said; “Removing alcohol from regular five per cent 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.”
Damian Dabkowski, country manager Heineken Australia, said; “As pioneering brewers, we are committed to introducing new and innovative products to meet consumer needs. Heineken 0.0 has been a huge success globally, by fulfilling a need for consumers, and we expect this to be replicated in the Australian market driven by great innovation on taste.
“The alcohol-free beer segment is in its infancy in Australia. Our ambition is to lead the category development here, with a premium proposition from a brand consumers are proud to be seen with.”