Following success and continued market growth overseas, Lion is bringing Heineken 0.0 to Australia to help transform ‘non-beer’ moments into beer occasions.
A global launch last year has now seen Heineken 0.0 into 30 countries, meeting the increasing demand for no-alcohol situations. Australia was identified as a potential growth market, due to the low number of zero alcohol beers available.
Lion is distributing nationally, and in 2019 the new SKU will see a high-impact nationwide campaign to drive consumer trial.
Importantly, the new brew has been created specifically to be non-alcoholic.
“Removing alcohol from regular five per cent Heineken would have been easy, but it wouldn’t deliver the best tasting non-alcoholic beer,” says Heineken global craft and brew master, Willem van Waesberghe.
“Heineken 0.0 is brewed from scratch, and has a perfectly balanced taste with refreshing fruity notes and soft malty body.”
The global brewer has gone to lengths to carefully curate its brand image to meet the growing consumer demand, even tinkering with its iconic label, from the famous green, to blue.
“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,” reports Heineken Australia Country Manager, Damian Dabkowski.
“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.”