HEINEKEN REACH MILLIONS WITH INVESTMENT IN ALCOHOL FREE CATEGORY
6 June 2019
HEINEKEN, who has made a bold investment in and commitment to alcohol-free beer and cider, is reaching millions of people through category-leading activity in pubs and supermarkets.
Heineken 0.0, which was only launched two years ago, is already one of the leading alcohol-free beers thanks to its positive approach to alcohol-free drinking. The multi-million ‘Now You Can’ campaign is based around the inclusiveness of Heineken 0.0 and ignores the social stigma once associated with alcohol-free beer by focusing on those times when you want a great tasting beer but just don’t fancy the alcohol.
And now, the UK’s leading pub, cider and beer company is putting its focus on making draught alcohol free beer widely available in pubs across the country. It’s accelerating the roll-out of its unique BLADE dispense system which means people can now choose to have a pint of freshly poured draught alcohol-free beer.
What’s more, HEINEKEN, with its portfolio of alcohol-free beers and ciders which also include Old Mout Alcohol-Free cider and Birra Moretti Zero, HEINEKEN has launched ‘Say Yes’ which is being used in supermarkets up and down the country. In collaboration with Drinkaware, the campaign not only makes it really clear to consumers the great variety of alcohol-free drinks on offer, but also promotes the charity’s ‘Drink Free Days’ initiative.
Elaine Hindal, Chief Executive, Drinkaware, said: “Reducing weekly drinking by having more drink-free days can help to reduce the risk of illnesses associated with alcohol. Drinkaware is therefore pleased to support the ‘Say Yes’ campaign, which encourages people to drink low and no-alcohol alternatives.
“Young people are increasingly looking for healthier options for occasions, so it is encouraging to see drinks producers are catering for this interest.”