Heineken’s New “0.0” No-Booze Beer Set To Target Coke Drinkers

Heineken’s New “0.0” No-Booze Beer Set To Target Coke Drinkers
SHARE
THIS



One of the world’s biggest brewers, Heineken, has unveiled a new no-alcohol beer that it hopes will tap into a new breed of health and weight conscious drinkers who’d prefer not to get drunk.

The new beer, known as Heineken 0.0, was unveiled at the Spanish Formula One over the weekend and the brewer is hoping it will make it a major player in a segment of the market growing at five per cent per annum.

Heineken 0.0 even comes with a TVC campaign unveiled over the weekend:

And no-booze beer comes with far less tax, which Heineken hopes will allow it to play in the soft-drink market space and offer a beverage that it believes is far healthier to many sugary juices and fizzy drinks on the market. A 0.0 reportedly has half the calories of a can of Coke or full-strength beer.

heinekenday2shot11368

Heineken will target Europe, Russia and the middle-east with 0.0 and, (some might say thankfully), there doesn’t appear to be any news of the booze-free beverage coming to Australia anytime soon.

News of Heineken’s move comes as the planet’s biggest brewer AB InBev, makers of the likes of Stella Artois, Corona and Budweiser, announced plans that a quarter of its beers would be low or alcohol free by 2025. Low alcohol tends to mean any beer under 3.5 per cent.

According to Heineken brewmaster’s Willem van Waesberghe the reason most no-alcohol beers has failed in the past is they’ve tasted awful.

However, for 0.0 the brewer has created two separate brews with different qualities, then removes the alcohol and blends them together.

“Both beers are not nice. You need to blend them together to make a good beer,” van Waesberghe said.

Please login with linkedin to comment

Adam Ferrier Advertising Standards Bureau

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]