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Encouraging responsible drinking by making 0.0% beer available everywhere

Owners : Part of the commitment in “Brew a Better World 2030” strategy
Stakeholders : Global Commerce @ HEINEKEN

Heineken 0.0, the largest non-alcoholic beer brand in the world, has now been introduced in more than 100 markets. We aim to empower everybody to be able to live a balanced and active lifestyle, without the need to compromise on taste or quality. We want to eliminate any sense of the ‘odd-one-out’ feeling that people may sometimes experience when choosing 0.0 options.
Therefore, it is crucial to encourage responsible drinking and give consumers a choice, which is why we’ve committed to make 0.0% beer available everywhere, always. We strive to scale our Heineken 0.0 leadership and extend our 0.0 options across our entire portfolio.
Rafael Nadal is an ambassador for Amstel 0.0, helping to highlight the importance of moderation and responsible consumption. This will help with our ambition to create more choice for consumers within the zero-alcohol category. More than that, Nadal will focus on how Amstel’s lifestyle range fits with his balanced lifestyle.
Our ‘Always a Choice’ strategy makes life easier and better for our consumers by offering a clear choice between their favourite beer brand with or without alcohol on the one hand side, and that same clear choice within the 0.0 category on the other.

Heineken 0.0 is now available in more than 100 markets. By the end of 2023, we will ensure there is a no-alcohol option for at least two strategic brands in the majority of our operating companies, accounting for 90% of our business.