Netherlands: Heineken to launch beer under 0.0 name
Dutch brewer Heineken is set to launch a new alcohol-free beer called Heineken 0.0, according to a report in Het Parool.
Described as a first for the Dutch market, Heineken 0.0 is due to be introduced first in the Netherlands in March of next year, before being rolled out to the rest of the world from April. The launch, which will be available in both retail and food service channels. is described as being the result of two years of secret work, with the aim of replicating as closely as possible the flavour of original Heineken lager.
Heineken 0.0 is reported to be an attempt to tap into a growing market for low and no alcohol beers, with sales in the Netherlands rising 27% last year, according to figures quoted by Het Parool.
Heineken 0.0 is set to be a first for the Heineken brand as a global offering, although the firm does already have a number of low and no alcohol products within its portfolio. In the Netherlands, for instance, it offers the lager brand Amstel 0.0, as well as radler products including Soproni 0.0 Maxx Radler and Amstel 0.0% Radler. In the USA, meanwhile, its product range includes Heineken Light, a low alcohol beer with 3.3% abv.
Source: Het Parool / Heineken