HEINEKEN® strengthens alcohol-free category with twist of flavour

HEINEKEN UK continues to broaden the alcohol-free beer category by tapping into two key trends, moderation and flavoured beer, widening the occasions in which consumers can enjoy alcohol-free beer.

With 46% of total UK adults moderating^[1] and flavoured beer on the rise, a fast-growing subsegment now worth £127m in the UK^[2], Heineken UK is launching two new flavours that tap directly into these dual trends to meet rising demand.

Heineken 0.0 with a twist of Lemon & Elderflower and Nectarine & Juniper will launch in Tesco stores and online later this month in 4x330ml packs (RSP £4.00). Lemon & Elderflower will roll out across the grocery channel while Nectarine & Juniper will launch as a Tesco exclusive.

As the largest alcohol-free lager in the UK, worth £68.7m, total trade^[3], Heineken 0.0 continues to lead the way in quality, taste and innovation. Since its launch in 2017, the ambition has remained clear: to broaden and normalise the occasions where consumers can enjoy an alcohol-free beer, supported by innovations like Heineken 0.0 Draught and global sponsorship platforms like F1®.

As the UK’s favourite alcohol-free lager^[4], Heineken remains committed to brewing high quality, great-tasting drinks that meet evolving consumer preferences. The launch of Lemon & Elderflower and Nectarine & Juniper responds directly to the rising popularity of citrus and stone fruit flavours, offering shoppers a trade-up to more elevated alcohol-free alternatives.

Recognised as the most trusted non-alcoholic beer brand in the UK^[5] voted by UK shoppers in the Newsweek and Brandspark Most Trusted Awards, consumers can expect the unique balanced taste of Heineken 0.0 with a crisp and subtle hint of fruit, crafted to deliver a more premium and discovery led experience for shoppers.

“The launch of Heineken 0.0 Lemon & Elderflower and Heineken 0.0 Nectarine & Juniper marks an exciting step forward in expanding both our alcohol-free portfolio and the occasions in which consumers can enjoy a great tasting 0.0 lager. Heineken is committed to driving the category forward and offering consumers more choice, more versatility and more premium drinking experiences” said Rajeev Sathyesh, HEINEKEN UK Marketing Director.

The launch of Lemon & Elderflower and Nectarine & Juniper will be supported by in-store feature and display, sampling and social activity.

Retailers can find out more about how to maximise their beer category sales by visiting HEINEKEN UK’s Star Retailer platform at www.starretailer.co.uk/. The Star Retailer scheme is an acclaimed, industry-acknowledged loyalty scheme providing beer and cider category guidance tailored for convenience stores. The scheme encourages the development of a profitable and trending beer and cider range and offers rewards which increase based on their level of participation.