Heineken strengthens non-alcoholic beer choice with draft Heineken 0.0
Last week, Heineken celebrated a significant milestone with the installation of its 1,000th Heineken 0.0 tap in the United Kingdom, further normalising non-alcoholic beer and reshaping social drinking culture.
With Heineken 0.0 on draught now taking its place alongside other beer taps and becoming increasingly available in bars and restaurants, Heineken sees the idea that choosing an alcohol-free option means ordering something ‘different’ is quickly becoming a thing of the past.
Heineken has been shaping the non-alcoholic beer category since 2017, offering consumers a 0.0 beer that matches the taste and quality of regular beer. With 117 markets now offering Heineken 0.0, Heineken put the non-alcoholic beer segment on the map worldwide, and nearly a decade later it is still the most consumed non-alcoholic beer (NAB) globally. In the UK, you can enjoy Heineken 0.0 in a bottle or on draught at 1 in 3 hospitality outlets.
Heineken 0.0 on draught is a testament to Heineken’s continued investment in innovation in the category. While 0.0 beer in bottles and cans has been widely embraced since its introduction, Heineken is now seeing a significant rise in the popularity of 0.0 beer on draught as consumers seek to seamlessly integrate NAB options into their social moments.
Joanna Price, chief corporate affairs officer, Heineken, said: “Heineken is committed to empowering responsible consumption and fostering a culture of moderation. With 0.0 on draught becoming a staple in bars and restaurants, Heineken is unlocking growth opportunities and reinforcing its commitment to choice. If the consumer’s preference is draught, then it is important that we give them that option – this is
a cornerstone of delivering on our principle of ‘Always a Choice’.”
Jules Macken, director innovation global Heineken, Heineken, said: “Reflecting on the history of the low and no alcohol beer category, it faced challenges of poor taste, low quality, and limited social acceptance. Heineken 0.0 changed the game, delivering superior taste and premium quality – setting a new standard for true 0.0 beer. We remain committed to investing in this category, ensuring availability, and breaking down social stigmas.”
Willem van Waesberghe, global master brewer, Heineken said: “For consumers, draught has always been the quintessential beer experience. Although we would also like to make sure consumers can have this experience with Heineken 0.0, serving it on tap is not as easy as it is for Heineken Original. To address this challenge, we developed several proprietary systems to ensure our on-trade partners can use the right dispensing solution to serve their customers a true non-alcoholic beer.”
Will Rice, on trade director, Heineken UK, said: “We’ve spent nearly a decade investing in no and low beer to ensure people have a genuine, great-tasting choice. But if we want non-alcoholic beer to be treated the same as other beer, we need to give it the same visibility too. Putting 0.0% beer on draught in pubs and housed alongside regular pints is essential – especially here in the UK. The Great British Pub is open to all, by making a true 0.0.% so readily available on draught we’re normalising those alcohol free occasions, removing social stigma and continuing to drive quality socialising in pubs – whether you’re drinking alcohol or not.
