The company says that led by younger, health-conscious consumers and “sober curious” trends, interest in zero and lower calorie drink offerings is accelerating
Heineken is eyeing to double down on its leadership in the non-alcoholic beer category with the introduction of Heineken 0.0 Ultimate, a new alcohol-free brew with zero alcohol, zero calories and zero sugar. Rolling out now in the United States and Poland, the new offering is also piloting in more markets like the Netherlands.
The company said that the consumers are refusing to choose between their lifestyle goals and their social lives now more than ever. Demand for non-alcoholic options that fit into active social moments, from the padel court to a sun-soaked afternoon, is stronger than ever. Present in 117 countries, Heineken 0.0 is at the forefront of the non-alcoholic beer (NAB) category, as per the official statement.
“We pioneered the US non-alcoholic beer category with the launch of Heineken 0.0 in 2019 and are continuing to grow and invest with our newest innovations. With over thirteen million cases sold, Heineken 0.0 has proven that you can elevate your social experience without alcohol. Now, we are raising the bar again. Heineken® 0.0 Ultimate is our answer for the consumer who wants even more choice,” highlighted Maggie Timoney, Chief Executive Officer (CEO), Heineken USA.
Driven by younger, health-conscious consumers and “sober curious” trends, interest in zero and lower calorie drink offerings is accelerating. With its zero-calorie and zero-sugar proposition, Heineken 0.0 Ultimate meets this modern need with a premium non-alcoholic brew designed for today’s social occasions, the brand added.
Double-brewed to remove alcohol, it aims to deliver a balanced taste with a refined mouthfeel and refreshing snap, made for daytime hangs and active moments, the official statement pointed out.
