Business Irish

Sunday 20 January 2019

Heineken target designated drivers - and the health conscious - with new non alcoholic lager

Kirsty Blake Knox

Kirsty Blake Knox

Heineken are hoping to target Irish designated drivers and health conscious consumers with the launch of their new non alcoholic lager.

A trend towards lower alcohol consumption and non alcoholic beer has been on the rise in the past several years.

Last year, Euromonitor International reported people worldwide are drinking less alcohol for the first time in 15 years with health as a key driver.

Younger consumers are also seeking low calorie options and adhering to the stricter drink driving laws imposed in recent years.

The world’s second largest beer manufacturer are hoping to tap into the trend with the Irish roll out of bottled Heineken 0.0.

The beer has been double brewed to ensure the taste remains - minus the booze.

Read more: Heineken to put the squeeze on C&C with launch of new cider

In fact, consumers would have to drink 250 bottles of Heineken 0.0 to feel the same effects as one bottle of the regular beer.

It also contains half the calories of a regular bottle of Heineken.

The company decided to introduce the beer to our shores as Irish consumers said the number one deterrent not to go alcohol-free on a night out is fear of being seen as unsociable.

Heineken are hoping the low calorie drink will become a handy alternative to a ‘soft drink round’.

Details of the lager were first announced last May when it was unveiled at an event in Barcelona.

Radina Shkutova, Marketing Director of Heineken Ireland, said: “The simple fact is, our consumers want choice. Heineken has seen strong growth within the low and no alcohol segment and expects this to continue, driven by the global cultural trend of living a balanced, healthy lifestyle.”

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