By The Nation
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 boss in the Asia Pacific, said: “Heineken 0.0 offers a distinct and balanced taste, which you can now enjoy at any time. 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 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.”
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. Heineken doesn’t have any intention of using this product for advertising purposes or breaching laws in the country.”
The targeted groups are professionals, active parents and the health-conscious.
Heineken plans to kick-off the official launch with the “Heineken 0.0 Barcade” event, which will serve as one of the key marketing and communication strategies to educate consumers and promote an understanding about the new product. Following the launch, a giveaway is planned to allow consumers to experience Heineken 0.0. The sampling programme will begin in May and run throughout the whole year at locations that are aligned with the lifestyles of the four groups, including office buildings, cafés and coffee shops and other popular public areas during working hours to reach 16 million consumers in 2019.