Heineken will soon launch a nonalcoholic edition of its namesake beer within the U.S. as consumers seek out healthier options.
In January, Heineken will introduce Heineken 0.0 (pronounced zero zero) nationwide. Heineken, the planet’s second-largest brewer, first launched the beer in Barcelona in May 2017 in addition to has since rolled the item out in more than 30 countries.
Consumers are increasingly shunning beer in addition to instead drinking wine, spirits in addition to hard seltzers, which they perceive as healthier than beer. Others are drinking less in addition to some are dropping alcohol altogether. Heineken thinks the item can reinvigorate the beer category if the item can give people more opportunities to drink the item.
“the item’s not about a replacement strategy, the item’s complementary,” said Jonnie Cahill, chief marketing officer of Heineken USA. “Sometimes I drink Heineken. Sometimes I drink Heineken 0.0. … So what we see happening is actually of which of which is actually in addition to our own Heineken position. We see of which as an ‘in addition to’ not an ‘instead of purchase.'”
The U.S. market for nonalcoholic beer has been relatively smaller, with Anheuser-Busch InBev’s O’Doul’s being the most well-known brand. however the item in addition to some other nonalcoholic beers have become somewhat stigmatized. Heineken hopes to market 0.0 as similar to traditional Heineken just without the alcohol, producing the item an option for any situation.
To highlight of which, Heineken will advertise brand-new occasions for people to drink beer, including after a workout or during an office lunch. The beer contains 65 calories, below even light beers like Anheuser-Busch’s Michelob Ultra, a brand of which has successfully positioned itself as an option for health-conscious consumers.
Between 2016 in addition to 2017, Michelob Ultra’s volume sales rose about 21 percent within the U.S., according to Euromonitor International. of which’s as volumes for the overall beer category fell 0.6 percent within the U.S., according to the market research firm.
producing beer taste Great without alcohol is actually challenging. Fermenting yeast naturally produces alcohol, which helps give beer its flavor. The main techniques to make nonalcoholic beer are to prevent yeast via producing alcohol or to remove alcohol at the end.
These processes can leave beer tasting not quite right. To make Heineken 0.0, brewers remove alcohol however then add back within the fruity aromas of which are stripped out along with the alcohol. These aromas give Heineken’s beers their taste in addition to smell, said Heineken’s global brewmaster, Willem van Waesberghe.
As for the taste, he said, “the item’s a little different, however the item’s definitely close to a Great beer. I’m talking as a brewer. As a consumer, I’m definitely, definitely happy about the item.”
within the United Kingdom, Heineken increased its share of the no-alcohol beer category to 10.4 percent for the year through May via 2.5 percent at the same time last year, according to Nielsen figures provided by Heineken. By volume, nonalcohol beer sales have grown nearly 24 percent while alcoholic beer volumes grew 0.2 percent within the same period.
Heineken cannot forecast growth within the U.S. since the item’s a completely brand-new market for the brewer, Cahill said. Heineken has not even tested the beer within the U.S.
“I can’t say where of which for sure of which turns out, however I can say for us of which isn’t a January to March go,” Cahill said. “We believe the consumer’s ready. We believe of which is actually Great for beer, in addition to we’re going to go for the item. So I don’t see us blinking anytime soon.”