Heineken® 0.0 launches biggest ever campaign for an alcohol-free beer

Heineken® 0.0 has launched the biggest ever campaign for an alcohol-free beer in the UK. The integrated ‘Now You Can’ campaign includes a £6 million-pound investment in TV commercials, cinema, digital and social activations, as well as off trade promotions, leading the alcohol-free category.

The campaign premise is based around the inclusiveness of Heineken® 0.0 to all moments and social occasions, which might call for a great tasting beer but not for the alcohol. The first in a series of three adverts, titled ‘Now You Can: Parking’, sees a man enjoying a Heineken® 0.0 in a traditionally non-beer scenario. The advert was launched during the World Cup semi-final between England and Croatia, which drew a record TV audience of 26.5 million people[1] plus the millions more watching in pubs and on big screens around the UK, and will run on TV until September 2018. Now You Can: Gym Locker and Now You Can: Work Presentation are the other two adverts in the series.

Heineken® 0.0 was first launched in March 2017 and has quickly become the fastest growing brand in the alcohol-free segment, growing 187% in the last year[2]. With the growing trend of healthy living, consumers are looking for natural products like beer but with low or no alcohol. Heineken® 0.0 has been leading the charge thanks to its great taste, natural ingredients and the fact that it only has 69 calories. Over half of the top 10 bottled beers in the UK gaining the most distribution in the last year have also been alcohol free[3].

Nic Casby, Heineken® UK Brand Director, said: “As pioneering brewers, we are committed to promoting our innovative products and campaigns to meet consumer needs. We’ve seen phenomenal growth in the Low & No Alcohol category and the ‘Now You Can’ campaign allows us to communicate all the different drinking occasions where Heineken® 0.0 can be enjoyed. We have a bold ambition and a great commitment to lead the premium non-alcoholic beer segment and build positive associations around drinking choices – in other words, we want to make alcohol free beer cool.”

[1] ITV Figures.

[1] Nielsen & CGA Data; Rolling MAT, YOY Comparison from June 2018, Low & No Segment UK

[1] Heineken® CGA On Premise Measurement Data, May 2018

About HEINEKEN UK:

Headquartered in Edinburgh, HEINEKEN is the UK’s leading pub, cider and beer business. The company owns around 2,900 pubs as part of its Star Pubs & Bars business and employs almost 2,300 people. We are passionate about our cider and beer brands and the outstanding service that we offer to our customers. Our unrivalled portfolio of brands includes Heineken® 0.0, Heineken®, Foster’s, Strongbow, Desperados, Kronenbourg 1664, John Smith’s, Bulmers, Amstel, Birra Moretti and Old Mout backed by a full range of niche and specialty brands. 

About HEINEKEN:

HEINEKEN is the world’s most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a powerful portfolio of more than 250 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through “Brewing a Better World”, sustainability is embedded in the business and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ approximately 73,500 people and operate more than 165 breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY). Most recent information is available on HEINEKEN’s website: www.theHEINEKENcompany.com and follow us via @HEINEKENCorp.