Heineken has launched a non-alcoholic beer brand containing electrolytes, vitamin C and magnesium, called Outd00r Brewing.
The debut consists of two flavours, Original Lager and Lemon, both with an SRP of GBP2 (US$2.70) for a 33cl can. The range has been launched in the UK via online retailer Ocado, Waitrose and gym group David Lloyd – Global Drinks Intel has enquired about other markets.
Heineken’s UK division also has marketing activations planned for the brand, focusing on “urban run clubs” and fitness groups.
Outd00r Brewing joins non-alc extensions of marks including Amstel, Birra Moretti and Strongbow in Heineken’s portfolio, but the SKUs mark the brewer’s first foray into functional drinks.
The head of Heineken’s Beyond Beer division, Katie Park, said of the launch: “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.”
In March, Heineken launched an alcohol-, calorie- and sugar-free extension of its namesake beer for the US, called Heineken 0.0 Ultimate.
