Heineken® 0.0: Great taste, all natural, only 69 calories and zero alcohol
(Thomson Reuters ONE) -
Amsterdam, 12(th) May 2017: HEINEKEN today presented its latest innovation,
Heineken® 0.0, a non-alcoholic lager brewed with a unique recipe for a distinct
balanced taste - and only 69 calories per 33cl bottle.
Initially available in 14 markets in 2017, the brand's iconic green label has
been turned blue - the colour associated with the alcohol free category. The
integrated launch campaign includes a TV commercial, digital and experiential
activations plus on and off trade promotions.
Heineken's® Master Brewers created the new zero-alcohol beer using only natural
ingredients, resulting in a beer brewed for beer lovers, by beer lovers. Willem
van Waesberghe, Global Craft and Brew Master at HEINEKEN, said: "Removing
alcohol from regular 5% Heineken® would have been easy, but it wouldn't deliver
the best tasting non-alcoholic beer. Heineken® 0.0 is brewed from scratch and
has a perfectly balanced taste with refreshing fruity notes and soft malty
body."
Gianluca Di Tondo, Senior Director Global Heineken® Brand at HEINEKEN, said: "As
pioneering brewers, we are committed to introducing new and innovative products
to meet consumer needs. The zero alcohol segment in Europe and Russia grew with
a 5% CAGR[1] between 2010 to 2015. We expect this strong growth to continue,
driven by good innovation on taste, as it already has in Spain, Germany and
Austria. Our ambition is to lead the category development in the markets where
non-alcoholic beer is still small, but has growth potential, with a premium
proposition."
HEINEKEN will use its partnership with Formula 1® to give Heineken® 0.0 a highly
visible launch platform at the Spanish Grand Prix, in Barcelona on 14(th) May.
Alongside the Grand Prix activation, Heineken® 0.0 launches with an integrated
marketing program showcasing the campaign tagline, 'Open to all'. The premise is
based around the inclusiveness of Heineken® 0.0 to all people, moments and
drinking occasions, which might call for a beer but not for alcohol.
Heineken® 0.0 gives consumers choice for a variety of drinking occasions. It
also contributes to the growing cultural trend around the importance of
responsible alcohol consumption and living a balanced, healthy lifestyle.
Heineken® 0.0 is available for purchase in both on and off-trade in different
retail channels depending on market requirements. It comes in 25cl, 30cl and
33cl bottles, 33cl and 50cl can and 20L David keg, depending on the market
standards.
-ENDS-
Editorial information:
For more information, please contact: david.pugh(at)heineken.com
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 (at)HEINEKENCorp.
--------------------------------------------------------------------------------
[1] Canadean 2016
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http://hugin.info/130667/R/2104120/798353.pdf
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The issuer of this announcement warrants that they are solely responsible for the content, accuracy and originality of the information contained therein.
Source: HEINEKEN NV via GlobeNewswire
Unternehmensinformation / Kurzprofil:
Datum: 12.05.2017 - 12:30 Uhr
Sprache: Deutsch
News-ID 542214
Anzahl Zeichen: 5051
contact information:
Town:
Amsterdam
Kategorie:
Business News
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