Sunday, January 19, 2020

Heineken offers new choice with non-alcoholic malt beverage

Mar 06. 2019
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By KWANCHAI RUNGFAPAISARN
THE NATION

HEINEKEN, the world’s leading beverage brand, yesterday officially launched “Heineken 0.0” in Thailand.

This new, non-alcoholic malt beverage is made from natural ingredients, brewed with a unique recipe providing a distinct and balanced taste that contains no added sugar and just 69 calories per serving (330 ml), and is aimed at consumers with legal drinking age (LDA) and above, who enjoy the taste of beer, but not necessarily the effects of alcohol at certain moments in the day.

Heineken 0.0 gives consumers a new choice and contributes to the growing cultural trend focused on moderate alcohol consumption.

Maud Meijboom – van Wel, Heineken brand development and communication director, Heineken Asia Pacific, said that Heineken 0.0 is a non-alcoholic malt beverage, brewed using a unique recipe that offers a distinct and balanced taste, which consumers can enjoy at anytime.

“It was brewed to provide our consumers with a new option for all their drinking occasions, addresses the growing cultural trend of living a balanced lifestyle, and empowers people with legal drinking age and above, who can’t drink alcohol to be involved in every non-beer moment. In addition to positioning the Heineken brand as a pioneer in the industry, we continue to introduce new and innovative products to meet the needs of consumers and to complement our existing offerings, without compromising on quality,” said Meijboom – van Wel.

“According to Heineken’s global consumer research, we found out that beer drinkers are more and more concerned about moderate alcohol consumption for example staying in control is No. 1 reason to moderate drinking on a night out for six in 10 Millenials,” she added.

Meijboom – van Wel said that Heineken 0.0 is aimed at both men and women aged 20 and older (Legal Drinking Age and above) who enjoy the taste of beer, but not necessarily the effects of alcohol at certain moments during the day, as well as health-conscious beer lovers who meticulously and carefully choose what they consume. Heineken doesn’t have any intention of using this product for advertising purposes or breaching any rules or laws in the country.

“We will capitalise on Heineken’s core competencies of brewing with natural ingredients and developing cool premium propositions that delight our consumers,” she said.

Heineken 0.0 was first launched in 2017 in the Netherlands, Spain and Germany, followed by the UK and France. It is now available in 38 markets around the world, including Europe, North America, and Australia. In Asia, Singapore was the first country to launch the product in November 2018, followed by Thailand, with a gradual rollout planned in other markets depending on requirements.

Heineken 0.0 will be available for purchase in mid-March at modern trade and convenience stores nationwide. 

Heineken is also looking at expanding sales opportunities through e-commerce and special outlets such as co-working spaces, cafes and key coffee chains. 

 

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