Heineken 0.0 is launching Australia’s first Beer Drive-Thru to give consumers they chance to sample the new product.
The Beer Drive-Thru will be located at 886-896 Princes Highway, Tempe on Wednesday, September 11, to give curious consumers the chance to sample the alcohol-free beer, which is described as having “perfectly balanced flavours, including refreshing fruity notes and a soft malty body”.
A new Heineken 0.0 TV commercial will also air on Father’s Day as part of the “Now You Can” campaign, which about transforming traditionally non-beer moments into opportunities to enjoy a beer, without the alcohol.
Damian Dabkowski, Heineken Country Manager, Australia, said:“Heineken 0.0 launched globally in 2017 and is exceeding expectations in all 51 markets.
“In Australia, we estimate that the no-alcohol beer segment will reach 22ML in five years, so it is a huge opportunity. What better way to launch it in market than at Australia’s first Beer Drive-Thru, which is the perfect opportunity to introduce Heineken 0.0 to places it has never been before.”
In Heineken’s first-half 2019 earnings, its low and non-alcoholic beer business grew globally by nearly 10%.
The worldwide market for nonalcoholic beer is projected to double to about $25 billion by 2024, according to market research firm Global Market Insights.
“We see large numbers of younger consumers not drinking alcohol at all and a continuing trend towards wellness and moderation and balance in your lifestyle,” Jonnie Cahill, CMO at Heineken USA, told Ad Age.
According to the brewer, almost 30% of people between the ages of 21 to 25 have not had a beer in the last month.
“These trends, which exist all over the world, actually started in the US. And yet the non-alcoholic space has been pretty poorly served,” he said.
Following the launch in Sydney, the ‘One for the Road Bar’ will be on tour across Australia.