The new range is initially available in 14 markets globally for both on and off-trade in cans, bottles and draft and will be advertised at Formula 1 racing events.
Gianluca Di Tondo, senior director at Heineken, said: “As pioneering brewers, we are committed to introducing new and innovative products to meet consumer needs.
“The zero alcohol segment in Europe and Russia grew with a 5% CAGR between 2010 to 2015. We expect this strong growth to continue, driven by good innovation on taste, as it already has in Spain, Germany and Austria.
“Our ambition is to lead the category development in the markets where non-alcoholic beer is still small, but has growth potential, with a premium proposition.”
Heineken 0.0 aims to give consumers a choice for a variety of drinking occasions and contribute to the growing cultural trend around the importance of responsible alcohol consumption and living a balanced, healthy lifestyle.
Willem van Waesberghe, Heineken brew master, said: “Removing alcohol from regular 5% 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.”
