'Heineken 0.0.' is the name of a new product from Heineken that has been years in the making. The all-new lager has been designed to perfectly replicate the taste and essence of Heineken, but without the 5% alcohol content. The non-alcoholic lager boasts just 69 calories and is said to have "a perfectly balanced taste with refreshing fruity notes and soft malty body."
In response to the fact that in general, consumers are drinking less alcohol, many key players in the alcohol industry are launching non-alcoholic alternatives. Other examples of this include 'Sapporo+' and Budweiser's 'Prohibition Brew.'
Heineken 0.0. was recently launched at the Spanish Grand Prix in Barcelona and is being launched in 14 markets, introduced with a commercial that brands the new alcohol-free drink as 'Open to All.'