Dutch Courage – Heineken Challenges Perceptions with Innovative Brew Launched Today
This Wednesday 28th of March, Heineken launched its latest innovation: Heineken® 0.0%, a non-alcoholic lager brewed by beer lovers for beer lovers which challenges perceptions and offers a great tasting alternative that doesn’t compromise on flavour.
With the motto “Now You Can”, Heineken 0.0% embraces the challenge of offering beer lovers more choice on a night out.
If you’ve ever abstained from abstaining because you worry about coming across as anything less than great craic, you’re not alone, as this is the number one reason Irish consumers choose not to go alcohol-free (Moderation Research Report 2018). Heineken’s empowering message gives 0.0% ABV a positive approach, reminding you that “now you can” be sociable and fun while making choices in tune with a healthier, more balanced lifestyle.
A selected group of Irish media including TheTaste were invited to Amsterdam for a preview taste and had the opportunity to meet Willem van Waesberghe, Heineke’s Global Craft and Brew Master, who introduced the new member of the Heineken family, a perfectly balanced lager with a light and refreshing body and a pleasant, fruity character.
Willem explained that Heineken® 0.0% is double brewed the alcohol is then removed and the beer is blended with natural flavours.
After touring the multi award-winning attraction Heineken Experience and enjoying Heineken 0.0% for the first time, guests were able to enjoy a #NowYouCan moment at the sleek A’DAM Lookout 360°, where a refreshing drink accompanied stunning panoramic views of the city.
“The simple fact is, our consumers want choice”, said Radina Shkutova, Marketing Director of Heineken Ireland, who added: “We’re truly excited to officially launch Heineken® 0.0% into the Irish market, and as a business we are committed to introducing new and innovative products to meet our consumer needs.”
Heineken 0.0% will be available both in pubs and retailers across Ireland from the 28th of March and the launch will be supported with a multi-media campaign. The new brew will be available in 4 x 33cl bottle priced at €6.00 and 6 x 33cl cans at €6.00. The on-trade will have 33cl bottles available at €4.00.
More information: heinekenireland.ie