Heineken, which produces over 25% of the world’s beer, has launched a zero-alcohol version of their eponymous beer. Heineken 0.0 was brewed with three goals in mind: brewing a zero-alcohol lager that tasted great, serving the increasing number of customers looking to enjoy beer without becoming drunk, and becoming the global leader of a segment experiencing faster-than-average growth.
Rather than simply brewing regular Heineken, 0.0 is brewed from scratch to ensure the great taste and high quality expected of the brand.
"You could expect 10 to 15 years down the road this would be more or less the global trend,” said senior Heineken brand director Gianluca Di Tondo to Reuters. “We want to make Heineken the leading global beer brand in 0.0."