HEINEKEN  presented its latest innovation, Heineken® 0.0, an alcoholic free lager brewed with a unique recipe for a distinct balanced taste –and only 69 calories per 330ml bottle.

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, digital, OOH and experiential activations plus on and off trade promotions.

Master Brewers of Heineken’s® beer created the new alcohol free beer using only natural ingredients, resulting in a beer brewed for beer lovers, by beer lovers. Willem vanWaesberghe, Global Craft and Brew Master at HEINEKEN, said; “Removing alcohol fromregular 5% Heineken® beer would have been easy, but it wouldn’t deliver the best tastingnon-alcoholic beer. Heineken® 0.0 beer is brewed from scratch and has a perfectly balanced taste with refreshing fruity notes and soft malty body.”

“Heineken 0.0 opens up new occasions for beer lovers or those making healthier lifestyle choices, without having to compromise on taste. Now you can enjoy the unique and refreshing taste of Heineken 0.0 any time of the day, whether after exercise or while watching an early morning game” said Heineken Marketing Manager, Lauren Muller.

HEINEKEN is committed to introducing new and innovative products to meet consumer needs. HEINEKEN has seen strong growth in the alcohol-free segment and expects this to continue, driven by the global cultural trend of living a balanced, healthy lifestyle. Heineken® 0.0 gives consumers a choice for all their drinking occasions, without compromising on quality.

Available in over 16 markets around the world, Heineken® 0.0 is available for purchase in both on and off-trade in different retail channels depending on market requirements. It is available in South Africa in a 330ml NRB bottle and a 330ml can.

Heineken set the tone for the weekend in a proper premium way at the launch of the new Heineken®0.0 held at Melrose Arch on Thursday 14 March.

The event gave members of the media and the influential faces of the entertainment industry a chance to try out the low calorie, alcohol free beer that has the same great taste as the original Heineken. What better way to cool off from the scorching Johannesburg heat?

The fun setting urged everyone to have a sip and catch up with their mates at this lunch time event. Hosted by Chris Jafta, the attendees were given a taste test. Lunchtime or not, the Heineken 0.0 “Now You Can” spirit, had everyone jamming to the sounds of Miss Cosmo on the decks. Minnie Dlamini, Kamo Modisakeng, and Tshego Koke were some of the influential faces that attended the launch of this new amazing taste.

Head out to Melrose Arch and try out this new new. The activation will be running for the next three weeks from Thursday to Sunday from 14H00 – 20H00.