Multi-million-pound launch of Heineken® 0.0 Draught

The brew will be rolled out to the on-trade next year and will be the first alcohol-free draught beer that can use the existing cellar set-up and sit alongside regular beer taps, says the company. 

The no and low alcohol sector is currently worth £94m (0.6% share of total Beer and Cider) in the UK and £8min Scotland. This is expected to increase alongside increased interest in moderation of drinking, abstaining -  temporarily or for the long-term – and drinking more mindfully.

Willem Van Waesberghe, HEINEKEN Global Master Brewer commented: “I’m incredibly proud of what we’ve achieved here. Once again we’re leading the way when it comes to innovating and moving the beer category forward. Without a doubt, the best way to enjoy a beer is a freshly poured pint ... and Heineken® 0.0 draught is going to play a big part in changing the way people drink.” 

“For me and my team, one of the primary areas of focus, as always, is taste. The draught beer tastes great - it’s the distinctive famous Heineken® flavour – and it has all the sensory aspects beer drinkers look for – a mouth-watering aroma, bright white head and lively carbonation”  

James Crampton, Corporate Affairs Director for Heineken UK, said: “This move aligns with our ‘Always a Choice’ promise. It’s all about providing a choice at the point of purchase and normalising the experience. In light of people’s evolving lifestyles and changes to their relationships with alcohol, we’ve done a lot to forward No and Low alcohol beer in recent years. We launched Heineken® 0.0 in bottles and cans in 2017 and followed it up with Heineken® 0.0 Draught on the counter-top BLADE system in 2019. Both were great innovations and are great products, but this is different, this is a game-changer.”  

“Heineken® 0.0 draught brings No and Low alcohol beer from the periphery into the mainstream. We’re confident it will, over time, change [the on-trade] to accommodate more occasions. And by that, I mean it won’t be unusual for people to pop down to their local for an alcohol-free pint or two. That might sound strange now, but we’re confident in the very near future it’ll become the norm.” 

https://direct.heineken.co.uk/huk/en/