Heineken® 0.0 lands on store shelves across the U.S., reinvigorating the category by giving beer drinkers a zero-alcohol option with zero trade-offs
#NowYouCan
WHITE PLAINS, NY, Jan. 9, 2019 HEINEKEN USA presents its latest and most exciting innovation, Heineken® 0.0, an alcohol-free malt beverage brewed with a unique recipe for a distinct, balanced taste – with only 69 calories per bottle. Heineken®'s Master Brewers created the new zero-alcohol option using only natural ingredients, resulting in a brew for beer lovers, by beer lovers.
HEINEKEN USA presents its latest and most exciting innovation, Heineken® 0.0, an alcohol-free malt beverage brewed with a unique recipe for a distinct, balanced taste – with only 69 calories per bottle.
With holistic wellbeing and mindful drinking on the rise, Heineken 0.0 is the perfect addition to a beer drinker's portfolio, allowing them to do morewithout giving up the drink they love. In fact, this inspired the brand's new global campaign platform, #NowYouCan, which will come to life through a national marketing program unprecedented for the category, which showcases the wide range of fun, social occasions Heineken®0.0 creates.
The campaign kicks off with a series of five TV and digital spots, including 'Now You Can: Presentation'which debuted this week, as well as four additional spots launching throughout 2019, including Now You Can: Backstage,' 'Now You Can: Parking,' and 'Now You Can: Gas Station.' Each spot highlights the inclusiveness of Heineken® 0.0 to all moments and social occasions, which might call for a great tasting beer, but not for the alcohol.
"For the U.S., the time has come for an innovation that disrupts the category and offers a new take on how and when people enjoy beer," said Jonnie Cahill, Chief Marketing Officer, HEINEKEN USA. "Heineken 0.0 brings an incredible beer taste to the non-alcoholic space and opens a world of opportunity for people to come together and enjoy a brew that expands drinking occasions—not limits them.
The most challenging brewing process of his career, Willem van Waesberghe, Global Craft and Brew Master at HEINEKEN, stated; "Removing alcohol from regular 5% Heineken would have been easy, but it wouldn't deliver the same premium beer taste that Heineken is known for. Heineken 0.0 is brewed from scratch and has a perfectly balanced taste with refreshing fruity notes and soft, malty finish."
The launch of Heineken® 0.0 in the U.S. represents a significant investment for the brand, which has seen strong growth in the zero-alcohol segment in other markets. Now available in more than 30 markets around the world, Heineken® 0.0 is available for purchase in both on and off-trade retail channels nationwide in cans and bottles. Finally, a zero-alcohol brew that delivers on taste and never compromises on quality, so consumers can now enjoy a beer whenever they want, wherever they want.
For news and updates on this exciting new product, please follow Heineken on Twitter, Facebook, or YouTube, follow the hashtag #NowYouCan, and visit us online at www.heineken.com/heineken00
About HEINEKEN USA
HEINEKEN USA Inc., the nation's leading high-end beer importer, is a subsidiary of HEINEKEN International NV, the world's most international brewer. Key brands imported into the U.S. are Heineken®, the world's most international beer brand, the Dos Equis Franchise, the Tecate Franchise and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Amstel Xlight, Indio, Carta Blanca and Bohemia brands. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.
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