HEINEKEN presents its latest innovation, Heineken® 0.0, a non-alcoholic malt beverage brewed with a unique recipe for a distinct balanced taste that gives consumers a choice for a variety of drinking occasions.
Taking cues from the growing cultural trend around moderate alcohol consumption and living a more balanced lifestyle, the brand’s iconic green label has been turned blue, the colour associated with the non-alcoholic category.
Heineken® Master Brewers created the new non-alcoholic malt beverage using only natural ingredients, including Heineken® own A-yeast. Fully imported from the Netherlands, Heineken® 0.0 goes through a sophisticated dealcoholisation process to gently remove the alcohol.
Willem van Waesberghe, Global Craft and Brew Master at Heineken®, said “Removing alcohol from Heineken® Original would have been easy, but it wouldn’t deliver the best tasting non-alcoholic malt beverage. Heineken® 0.0 is brewed from scratch and has a perfectly balanced taste with refreshing fruity notes and a soft malty body.”
Supporting the launch of Heineken® 0.0 is a global campaign titled #NowYouCan. Led by a series of light-hearted TVCs, the campaign showcases the new occasions and moments – in the boardroom, at lunch, after a workout or acting as the designated driver – that Heineken® 0.0 fits into our lives.
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