Responsible Consumption

Raising Awareness

To properly integrate alcohol-free beers and ciders into society, we need to increase their visibility and address the historical stigmas that exist when drinking alcohol-free. This is something we tackled head-on through a ground-breaking partnership with ITV. In early 2022, Heineken® 0.0 on draught was installed in two of the nation’s favourite pubs, Coronation Street’s The Rover’s Return and Emmerdale’s The Woolpack.

Always a Choice

We want to make sure consumers always have a choice when it comes to low and no-alcohol beers and ciders and to give them the information they need to make that choice.

Having successfully launched Heineken® 0.0 in 2017, which is now the UK’s leading alcohol-free brand, we followed up with further beer brands Old Mout Alcohol-Free and Birra Moretti Zero. In addition, we have added two cider brands: Inch’s 0.0 and Alcohol Free Old Mout Berries & Cherries.

We’re committed to getting these brands out into trade so that consumers always have a choice when it comes to alcohol-free options.

Find out more about responsible consumption here.

Heineken 0.0 on Tap

Heineken 0.0 is the UK’s number one alcohol-free beer. It has been available in pubs and bars in bottles, cans and through its Blade bar-top technology for a number of years. However, key to making it more visible and acceptable in a pub setting is to serve it in pints alongside other beers and cider. At the end of 2021, we started installing Heineken 0.0 on draught.

We’re on a mission to roll out Heineken 0.0 on draught to thousands of pubs and bars across the UK, ensuring our consumers always have a choice, and helping us further the journey on our path to moderation.

Addressing harmful use

We’ve a long history of encouraging responsible consumption through the Heineken® brand to make moderation cool. We use the strength of the brand to ensure our ‘Enjoy Heineken ® Responsibly’ messaging resonates with consumers by creating innovative campaigns that lead the debate.

Every year we dedicate resource to partner with and support other organisations that are committed to promoting responsible consumption and addressing harmful use.

In September 2022, we launched a new partnership with Huddersfield Town AFC and Drinkaware, looking to encourage responsible drinking through an innovative Walking Football programme. We will be launching the next Walking Football programme in early 2026.