Heineken’s iconic green label has been turned blue to mark the arrival of its alcohol-free lager, Heineken 0.0, in the Australian marketplace.
The latest innovation from the Dutch beverage giant aims to capitalise on changing consumer demands and provide options for those looking to reduce their alcohol intake.
Heineken says that consumers with a thirst for beer but not necessarily alcohol, can now enjoy a premium alcohol-free offering.
Willem van Waesberghe, global craft and brew master at Heineken, said: “Removing alcohol from regular 5 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.”
Heineken master brewers created the alcohol-free beer using only natural ingredients, resulting in a distinct taste with just 69 calories per 330ml bottle. Following its global launch in 2017, Heineken 0.0 is now available in more than 38 countries, with Australia identified as a market for potential growth.
Country Manager Heineken Australia, Damian Dabkowski expects the product to be a big success in Australia.
“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,” Dabkowski said.
A high-impact campaign in 2019 aims to further establish the brand in the Australian market. Heineken 0.0 is available for purchase in BWS and Dan Murphy’s nationwide in 330ml bottle six and 24 packs.