Introducing Outd00r Brewing
HEINEKEN UK is launching Outd00r Brewing, a 0.0 isotonic lager with electrolytes and Vitamin C, in original lager and lemon flavours in the UK. The launch marks HEINEKEN UK’s first step into functional brewing, bridging the gap between traditional low- and no- beer, and functional soft drinks.
Low- and no- beer has doubled in share from 1.5% to 3.1% since 2026[1], and with 46.4%[2] of drinkers trying to moderate their alcohol consumption, Outd00r Brewing, available in 330ml cans, is designed to disrupt shoppers and continue to encourage trial across both the low- and no-, and functional drinks category. Outd00r is the lowest calorie isotonic lager on the market, it’s gluten free and contains Vitamin C and Magnesium to support electrolyte balance and immune system function.
Sitting at the intersection of the low- and no- alcohol and functional beverages categories, Outd00r Brewing is built for the active consumer who wants to enjoy regular exercise and movement without compromising on social time with friends and family. Combining function and fun, Outd00r Brewing drives category expansion with its emerging lifestyle led proposition.
Katie Park, Head of Beyond Beer, comments: “Consumers are actively redefining alcohol occasions and are seeking functional benefits, such as hydration, in their beverages. Outd00r offers a new choice for health-centric shoppers who are leading a conscious and active lifestyle, and we are pleased to be leading this category expansion by responding to changing shopper demands.”
“Focus on health and wellbeing is an evolving way of life, and with new occasions emerging, such as run clubs, sauna socials and fitness groups, retailers can connect sociability and functionality by stocking Outd00r in their stores and targeting those who are seeking an alternative option.”
Shauna Clark Fitzpatrick, Buyer for Beer and Cider at Ocado Retail, comments: “It has been incredibly exciting to launch such an innovative product like Outd00r Brewing at Ocado. It was great to collaborate with the Beyond Beer team to bring this launch to life through a hard-to-miss on site event. We knew there was real appetite for something different in this space, the consumer response to Outd00r has already surpassed expectations. We’re excited to build on this momentum as we look toward what’s next.”
Outd00r Brewing is available in Ocado, David Lloyd and Waitrose. The brand will also partner with urban run clubs and social fitness groups for post-training activations and events.
[1] NIQ RMS Scantrack | Full Calendar Years | Total Coverage
[2] NIQ RMS Scantrack | Full Calendar Years | Total Coverage
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