The Heineken beer brand announced a new launch in Japan, specifically its non-alcoholic version, Heineken 0.0. This product will be added to the growing soft drink industry in the Land of the Rising Sun and is expected to arrive in the coming months.
The popular non-alcoholic beer Heineken 0.0, a global sales leader, will be available throughout Japan from October 16, 2023. With this launch, the beverage will have conquered 110 markets worldwide since its introduction in 2017.
Specifically, the brewer will launch its new non-alcoholic beer, Heineken 0.0, in Japan with a campaign that will include TV commercials, digital and in-store promotions, as well as retail promotions. They will also take advantage of their partnership with Formula 1 to pre-launch Heineken 0.0 during the Japanese Grand Prix.
The next Formula 1 race will be held at the Suzuka circuit starting September 22, 2023, and will feature world champion Max Verstappen as Heineken 0.0 global ambassador. The Dutch driver also appears in the brand’s latest advertising campaign entitled ‘When You Drive Never Drink’. This campaign, along with the excitement of the race, reflects the main message of the product:
“Non-alcoholic beverages you can cheer up with pride.”
In addition, from mid-October 2023, Heineken 0.0 non-alcoholic beer will be available in restaurants and retail stores in Tokyo and other major cities. It will be available in stylish 330 ml containers in both cans and bottles.
Tony Wheeler, president of HEINEKEN Japan, noted:
“Heineken® 0.0 offers Japanese consumers new choices for a variety of drinking occasions. It will also be in line with recent cultural trends, such as responsible drinking and balanced, healthy lifestyles.”
Willem van Waesberghe, Heineken Global Master Brewer, commented: “It’s easy to eliminate the 5% or so alcohol in Heineken®, but that doesn’t give you the best taste. Heineken 0.0 is brewed from scratch, using Heineken’s more than 150 years of brewing expertise and technology, and boasts a perfectly balanced taste, refreshing fruity aroma and smooth malt body.”.
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