Heineken launches zero-alcohol drink to tap on moderate alcohol consumption trend

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KUALA LUMPUR (June 21): Heineken Malaysia Bhd has launched its Heineken 0.0 non-alcoholic malt beverage to tap on the growing global trend of moderate alcohol consumption.

In an email reply to theedgemarkets.com, Heineken Malaysia managing director Roland Bala said the company’s growth ambition is driven by our innovation agenda.

“Through our consumer-inspired approach, we focus on meeting the evolving needs of the modern consumer, whilst leveraging our world-class brands.

“With Heineken 0.0, we will be able to tap on the growing global trend of moderate alcohol consumption, the desire for balanced lifestyles, as well as the various new occasions where a non-alcoholic beverage can now be enjoyed,” he said.

To a question if Heineken foresees an influx of similar non-alcoholic malt beverages in the market, Bala said: “We are unable to comment on other brands at the moment. However, as the pioneer in this new category, we are confident of the potential that Heineken® 0.0 offers in unlocking new opportunities for us.”

Heineken Malaysia yesterday launched its non-alcoholic malt beverage.

Heineken Global Master Brewer Willem van Waesberghe said removing alcohol from Heineken Original would have been easy, but it wouldn't deliver the best tasting non-alcoholic malt beverage.

“Heineken 0.0 is brewed from scratch and has a perfectly balanced taste with refreshing fruity notes and a soft malty body,” he said.

Meanwhile, Heineken Asia Pacific Brand Development and Communications Director Maud Meijboom - van Wel said the group worked with its Master Brewers to brew a perfectly balanced non-alcoholic malt beverage using only natural ingredients and a special process to protect the natural flavour.

“Heineken 0.0 is double brewed with 100% natural ingredients, and only 53 calories per 250ml serving. We gently remove the alcohol through vacuum distillation and blend the brew to perfection to ensure that same great Heineken taste,” she said.