Heineken Zeroes in on Zero-ABV Market

1/22/2019

 

Some people see zero room for market growth in the total beverage alcohol industry. Those people probably have not heard about Heineken 0.0, the newest entry into the ever-growing zero-ABV category. According to Food and Wine Magazine, approximately 30 percent of U.S. adult consumers do not drink alcohol. The reasons for their abstinence may vary, and whoever can crack the code of how to appeal to these consumers will stand to reap a handsome reward. 

Worldwide, the non-alcoholic wine and beer market was worth over $16 billion in 2017 and is expected to witness 7.6% CAGR by 2024, per analysis from Global Market Insights. Heineken 0.0 is an effort by the company to reach millions of abstaining consumers with a quality product that fits with their lifestyle.

 

High Quality By Volume

Heineken is bringing its brewing know-how to the challenging world of non-alcoholic beer, creating a buzz-less brew which lives up to the internationally renowned and beloved taste of Heineken. In a recent statement by the company, Heineken’s Global Craft and Brew Master Willem van Waesberghe described creating Heineken 0.0 as the most challenging brewing process of his career. "Removing alcohol from regular 5% Heineken would have been easy,” he said, “but it wouldn't deliver the same premium beer taste that Heineken is known for. Heineken 0.0 is brewed from scratch and has a perfectly balanced taste with refreshing fruity notes and soft, malty finish."

 

The Anywhere Beer

Heineken 0.0 represents an enormous investment of resources and brand capital by the company, and they are working on a full-court press to promote it to the American consumer. First and foremost, Heineken is getting the word out through a series of videos highlighting how 0.0 (pronounced “Zero Zero”) is a natural fit for consumers in a wide range of social situations for which an alcoholic beer would not be appropriate.

 

 


"For the U.S., the time has come for an innovation that disrupts the category and offers a new take on how and when people enjoy beer," said Jonnie Cahill, Chief Marketing Officer for Heineken USA in a recent statement. "Heineken 0.0 brings an incredible beer taste to the non-alcoholic space and opens a world of opportunity for people to come together and enjoy a brew that expands drinking occasions—not limits them.”

 

 

Numerous Reasons Why

There are so many reasons why consumers might turn down alcohol, and Heineken 0.0 helps those who want to enjoy the taste of beer while still avoiding alcohol. At only 69 calories, Heineken 0.0 is an option for consumers who are watching their calories. Its clear, crisp flavor is also now a possibility for those who need to stay sharp themselves, like athletes in training or colleagues at a work function. And for businesses, Heineken 0.0 offers an additional bonus: no alcohol excise tax artificially driving the price up.

For all these reasons, and more, Heineken 0.0 is a winning addition to your beer options. 

Talk to your Breakthru Sales Consultant about how your business can leverage Zero Zero to add some more zeroes to the end of your sales numbers.

 
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