Heineken has installed the alcohol-free version of its namesake lager brand in its 10,000th on-premise outlet in Europe.
The group said today that the “milestone” reflects a major uptake in markets including France, Ireland, the Netherlands, Spain and the UK. Nearly 60% of Irish on-premise venues now serve the non-alcoholic beer on tap, alongside around 2,000 outlets in both Spain and the UK, it added.
On an annual basis, Heineken noted, alcohol-free draught consumption in the Netherlands is growing at around 25%. Heineken 0.0 claims to hold an 18% global share of the alcohol-free beer category, having launched the draught format in 2018, one year after the bottled version.
“With 0.0 draught sitting front and centre alongside other beer taps, and more and more widely available in bars and restaurants, the notion that you’re ordering something ‘different’ when opting for an alcohol-free is a thing of the past,” said Heineken’s regional director of global brands in Europe, Michael Gillane.
Last month, the brewer launched limited-edition ‘L0VE.L0VE’ cans for Heineken 0.0 across the US, aligning the activity with the US Open.
