Heineken has launched its alcohol-free lager, Heineken 0.0, in Australia.
Available nationwide, Heineken 0.0 will be supported in 2019 by a marketing campaign that aims to drive trial by consumers.
The brewer has already enjoyed huge success in Australia with its 3.3%-abv Heineken 3, which captured almost a third of the Australian premium mid-strength beer market in the year after its launch in 2016.
Heineken 0.0 launched overseas in 2017 and is now available in more than 38 countries, with Australia was identified as a market for potential growth.
In late August, CUB released alcohol-free Carlton Zero in response to a long-term shift in Australia’s drinking habits: low and mid-strength beers now represent 20% of the brewery’s sales as people increasingly moderate their alcohol intake.
CUB said in a statement: “While Australian sales of non-alcoholic beers have grown 57% over the last five years, the sales volumes of non-alcoholic beers are very modest in Australia compared to the US, Canada and Europe. CUB’s launch of Carlton Zero is expected to significantly increase non-alcoholic beer sales in Australia.”
Statistics from Euromonitor International’s Alcoholic Drinks In Australia report predict non-alcoholic beer brewing in Australia will quadruple from two million litres in 2003 to 12 million litres by 2022.
Willem van Waesberghe, global craft and brew master at Heineken, said: “Removing alcohol from regular five per cent Heineken would have been easy, but it wouldn’t deliver the best tasting non-alcoholic beer. Heineken 0.0 is brewed from scratch and has a perfectly balanced taste with refreshing fruity notes and soft malty body.”
Damian Dabkowski, country manager Heineken Australia, said; “As pioneering brewers, we are committed to introducing new and innovative products to meet consumer needs. Heineken 0.0 has been a huge success globally, by fulfilling a need for consumers, and we expect this to be replicated in the Australian market driven by great innovation on taste.
“The alcohol-free beer segment is in its infancy in Australia. Our ambition is to lead the category development here, with a premium proposition from a brand consumers are proud to be seen with.”
Heineken 0.0 contains only 69 calories per 330ml bottle. It is available for purchase in BWS and Dan Murphy’s nationwide in 330ml bottle six and 24 packs.