New Heineken 0.0: zero alcohol beer with only 69 calories

Heineken has a strange new product that truly baffles me.

The new Heineken 0.0 is the latest innovation from one of the world’s best loved beer brands and has recently launched Heineken 0.0 in Singapore – a zero alcohol beer with only 69 calories.

Yes you read that right – ZERO ALCOHOL.

What’s with a beer with no alcohol? Where’s the kick? Well, it’s targeted at a different demographic of drinkers – likely non-drinkers like yours truly who do not want to feel left out when your buddies are out chugging beers.

Maybe it can also be prescribed as a ceasation drink for alcholics who need to curb their addiction.

We tasted it and it does taste totally like your regular beer – just without alcohol. Drink driving won’t be a problem anymore with Heineken 0.0 and the 10pm alcohol curfew in Singapore won’t apply for this drink either.

Initially available in 14 markets in 2017, Heineken 0.0 is now available in 51 markets all over the world, including Singapore. Heineken’s Master Brewers created the new zero-alcohol beer using only natural ingredients. The non-alcoholic lager is brewed with a unique recipe for a distinct balanced taste – and has only 69 calories per 330ml bottle.

“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.” Shared Willem van Waesberghe, Global Craft and Brew Master at Heineken.

In Singapore, Heineken 0.0 is available for purchase as 330ml bottles and 330ml cans in both on and off-trade in different retail channels including all major supermarkets, petrol stations and convenience stores. You can also enjoy it over a meal in selected F&B outlets.

Following its initial introduction at the Formula 1 Singapore Airlines Singapore Grand Prix last year, Heineken 0.0 will celebrate its nation-wide roll-out in Singapore this March with an integrated marketing program showcasing the campaign tagline, “Now You Can”. 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.

Consumers will also notice that 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, Outdoor media, digital and experiential activations plus on and off trade promotions.