Last week, Heineken reached a significant milestone in its efforts to transform social drinking culture, with the installation of its 1,000th Heineken 0.0 draught tap in the United Kingdom. This achievement highlights the growing popularity and acceptance of non-alcoholic beer, as Heineken continues to reshape how consumers perceive alcohol-free options.
Heineken 0.0, now available on draught in bars and restaurants across the UK, has steadily been integrated alongside traditional beer taps. The once-prevailing idea that choosing a non-alcoholic beer meant ordering something “different” is swiftly becoming a thing of the past, as Heineken works to normalize alcohol-free choices in social settings.
Since its launch in 2017, Heineken has been a leader in the non-alcoholic beer sector, offering a 0.0 beer that matches the taste and quality of its alcoholic counterpart. With Heineken 0.0 now available in 117 markets worldwide, the brand has played a pivotal role in putting the non-alcoholic beer category on the map. Nearly a decade later, Heineken 0.0 remains the most consumed non-alcoholic beer globally, with one in three hospitality outlets in the UK offering the option, either in bottle form or on draught.
The availability of Heineken 0.0 on draught represents a key step in the company’s ongoing investment in innovation. While the bottled and canned versions of Heineken 0.0 have been widely embraced, the growing demand for draught options reflects a shift in consumer preferences. As people seek more seamless ways to integrate non-alcoholic beverages into their social experiences, Heineken continues to meet the evolving demands of the market.
Joanna Price, Chief Corporate Affairs Officer at Heineken, emphasized the company’s commitment to responsible consumption and fostering a culture of moderation. “With 0.0 on draught becoming a staple in bars and restaurants, Heineken is unlocking growth opportunities and reinforcing its commitment to choice,” Price stated. “If consumers prefer draught, it’s important that we provide that option. This aligns with our principle of ‘Always a Choice.’”
Jules Macken, Heineken’s Global Director of Innovation, reflected on the challenges the low and no-alcohol beer category has faced in the past, including issues with taste, quality, and social acceptance. “Heineken 0.0 changed the game,” he said. “By delivering superior taste and premium quality, we set a new standard for 0.0 beer. We remain committed to investing in this category, ensuring its availability, and dismantling social stigmas surrounding non-alcoholic beverages.”
Willem van Waesberghe, Heineken’s Global Master Brewer, addressed the complexities involved in offering Heineken 0.0 on draught. “Draught has always been the quintessential beer experience for consumers. However, serving non-alcoholic beer on tap is not as simple as dispensing Heineken Original,” van Waesberghe noted. “To overcome this challenge, we’ve developed proprietary systems to ensure our on-trade partners can offer the right dispensing solution, delivering a true non-alcoholic beer experience.”
Will Rice, On-Trade Director at Heineken UK, added: “For nearly a decade, we’ve been investing in no- and low-alcohol beer to ensure people have a genuinely great-tasting option. If we want non-alcoholic beer to be treated the same as regular beer, it needs the same visibility. Placing 0.0% beer on draught alongside regular pints in pubs is key to normalizing alcohol-free occasions and removing social stigma, thus supporting quality socializing in pubs — regardless of whether you’re drinking alcohol.”
As Heineken continues to champion innovation in the non-alcoholic beer sector, the growing availability of Heineken 0.0 on draught is expected to pave the way for broader acceptance of alcohol-free choices in the UK and beyond.
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