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. Each night, 11 million viewers tuned in across both shows.

Colleagues drinking a mix of 0.0 brands and normal beer and cider

Always a Choice

We want to make sure consumers always have a choice when it comes to low and no-alcohol beers and ciders in pubs or at home 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 Birra Moretti Zero. In addition, we’ve added two cider brands: Inch’s 0.0 and Alcohol Free Old Mout Berries & Cherries.

We are also committed to normalising 0.0 beer, dedicating 50% of brand visibility to Heineken® 0.0 at major global sponsorship events every year.

Find out more about responsible consumption

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.

Heineken 0.0 is now available in one in three pubs across the UK. In 2025, we celebrated a major milestone: Heineken 0.0 on tap in 1,000 pubs nationwide -— more than any other 0.0 brand in the UK.

Addressing harmful use

We’ve a long history of encouraging responsible consumption through the Heineken® brand to make moderation cool. Our ongoing pledge is to spend at least 10% of our marketing budget on Responsible Consumption campaigns.

Every year we dedicate resource to partner with and support other organisations that are committed to promoting responsible consumption and addressing harmful use like DrinkAware, Talk About Trust and Community Alcohol Partnerships. We’re also one of the founding members of the Scottish Alcohol Industry Partnership.

Addressing harmful use

Following a successful partnership with Huddersfield Town AFC and Drinkaware in 2022 — which used an innovative Walking Football programme to promote responsible drinking — we’ve now launched a new collaboration with Heart of Midlothian FC and Drinkaware.

This new partnership supports people to improve their health, build confidence, and strengthen social connection, while encouraging moderation and reducing alcohol consumption.