Heineken has launched two flavoured lines of its namesake brand’s non-alcoholic version in the US to cater to the “growing” demand for alcohol-free products.
The pair, Heineken 0.0 Cold Pressed Lime and Heineken 0.0 Nectarine Juniper, have gone on sale this week in the off-premise channels in states including California, Florida and Texas. The extensions are made in the same way as Heineken 0.0, using vacuum distillation to remove the alcohol.
Global Drinks Intel has contacted Heineken for further roll-out specifics, including pricing.
The NPD is based on research undertaken by Heineken that suggests 81% of US consumers are comfortable selecting non-alcoholic beverage options in social situations. “The ‘norm’ has officially shifted, and consumers crave even more variety to choose from,” the company said.
Heineken USA’s CEO, Maggie Timoney, added: “We see flavours as the next chapter of growth. This sub-segment is growing twice as fast as the overall non-alcoholic category; one in three non-alcoholic shoppers also say taste variety is the top reason for their purchase.”
Last month, group CEO Dolf van den Brink told the company of his intention to stand down at the end of May after 28 years with the brewer.
