Alcohol-free malt beverage developed shifting consumer tastes
Heineken USA, White Plains, N.Y., is launching its latest innovation: Heineken 0.0, an alcohol-free malt beverage that is brewed with a unique recipe for a distinct balanced taste that contains 69 calories in each bottle.
The brand’s iconic label has been turned blue to match the color associated with the global alcohol-free category, it says. Heineken Master Brewers created the new zero-alcohol brew, made with natural ingredients, resulting in a drink brewed for beer lovers, by beer lovers, the company adds. In a category where building occasions and meeting shifting consumer tastes is critical, Heineken 0.0 is a versatile brew for a variety of drinking occasions, and connects with the discerning tastes of a wide range of drinkers, according to the company. Heineken 0.0 now is on sale in six-pack cans and bottles.
“For the U.S., the time has come for an innovation that disrupts the category and offers a new take on how people drink and enjoy beer,” said Jonnie Cahill, chief marketing officer for Heineken USA, in a statement. “Heineken 0.0 brings for the first time a truly incredible beer taste to the non-alcohol space and opens a world of opportunity for people to come together and enjoy a brew that expands the drinking occasion — not limits them.”
Heineken USA is committed to introducing new and innovative products to meet consumer needs that includes living a balanced lifestyle. With strong growth in the non-alcohol segment expected to continue, Heineken 0.0 gives drinkers a choice for all their occasions, without compromising on quality, it says.
The launch is being supported with advertising and merchandising, including TV, mobile, digital and social media, video engagement, point-of-sales materials and consumer sampling on- and off-premise.
By supplying a well-known high-end option to the non-alcoholic segment, Heineken 0.0 aims to propel category growth by capturing new consumption occasions and new consumers, it says.
In order to promote the development of food, drinks and food trade, Golden Commercial and related industry institutions will hold the Goldenfood Expo on May 29-31, 2019 at Shanghai National Convention and Exhibition Center. It will become the best platform for catering industry to purchase and obtain forward-looking information!