Heineken® 0.0 introduces two new flavour innovations
Heineken Ireland marketing director Fiona Curtin and Heineken Ireland off trade director Brian Malone, pictured with the new Heineken® 0.0 Lemon Elderflower and Nectarine Juniper cans (Picture by Shane O’Neill, Coalesce)
Building on the success of Heineken® 0.0, the introduction of the new flavour variations Heineken Lemon Elderflower and Heineken Nectarine Juniper, will further expand the overall alcohol-free beer category in Ireland.
Heineken® 0.0 has been the most popular brand in the fast-growing on-alcoholic drinks category in Ireland since its launch in 2018, and offering new flavour options to consumers is aimed at widening the occasions in which they can enjoy alcohol-free beer and stimulating further growth in the sector.
“Our research shows that Irish consumers are curious, adventurous and increasingly eager to explore new taste profiles,” said Heineken Ireland marketing director, Fiona Curtin. “As pioneers and leaders in the alcohol-free sector, we are responding directly to that demand with something fresh, flavourful and innovative, while staying true to the signature Heineken® taste that our customers know and love.”
Moderation trend
Moderation is a growing trend in Ireland, and the new Heineken® 0.0 flavours will tap into the increasing demand to consume non-alcoholic drinks, and a desire to try new flavours. Heineken has invested over €30m in the alcohol-free category in Ireland since 2018 and continues to invest heavily in the sector. Heineken 0.0 is currently available in draught at more than 3,000 hospitality outlets, and it also has nationwide retail distribution.
Sales of non-alcohol beer increased by 25% in 2004, according to the most recent report from Drinks Ireland, and have increased by 150% over a five-year period.
“Our new Heineken® 0.0 non-alcoholic flavoured beer serves consumers who want to embrace moderation, while remaining open to experimentation and new taste experiences,” said Heineken Ireland off trade director Brian Malone.
“The demand for alcohol-free options continues to grow and consumers now have more choice than ever. The launch of Heineken® 0.0 Lemon Elderflower and Nectarine Juniper, shows commitment to our role as pioneers of innovation, so our customers can now choose that same great taste, with zero alcohol and enjoy satisfyingly refreshing flavours, no matter the occasion.”
The retail sector had played a vital role in the success of Heineken® 0.0 in Ireland, and will continue to do so, according to Malone. “These two new Heineken® 0.0 flavours, which are aimed at the retail segment of the market, are a high-quality extension to our existing market-leading brand.”
Double-brewed to remove alcohol and crafted using the same high-quality ingredients as Heineken® 0.0, Heineken® 0.0 Lemon Elderflower and Nectarine Juniper provide a crisp, balanced, refreshing taste with a fruit-forward twist and Heineken’s signature quality.
Heineken® 0.0 Lemon Elderflower has a bright, citrus-led flavour profile, with fresh lemon notes, balancing acidity with Heineken’s signature flavour profile and a crisp elderflower finish, designed to feel light and refreshing.
Heineken® 0.0 Nectarine Juniper has a fruit forward profile, led by ripe nectarine notes, supported by subtle juniper which adds a light herbal layer that doesn’t overpower – a more nuanced and layered flavour experience with a smooth malt base.
With just 64 calories per serving, Heineken® 0.0 Lemon Elderflower and Nectarine Juniper are both available nationwide in 4x330ml can packs, in all major retailers
Heineken’s focus on moderation and responsible consumption is a key element of its Its Brew a Better World strategy.
