Heineken USA today announced the launch of Heineken 0.0, an alcohol-free malt beverage with 69 calories per bottle.
The brand’s label on this product has become blue to match the color associated with the alcohol-free category globally.
“For the U.S., the time has come for an innovation that disrupts the category and offers a new take on how people drink and enjoy beer,” says Jonnie Cahill, chief marketing officer, Heineken USA. “Heineken 0.0 brings for the first time a truly incredible beer taste to the non-alcohol space and opens a world of opportunity for people to come together and enjoy a brew that expands the drinking occasion—not limits them.”
The company believes that growth in the non-alcohol segment will continue. Heineken 0.0 is a “cool, tasty alternative for occasions when drinkers want a brew, but do not want to consume alcohol,” the company says. Its launch will be supported with advertising and merchandising, including television, mobile, digital and social media, video engagement, POS and consumer sampling on- and off-premise.
Heineken 0.0 is available now in 6-pack cans and bottles.