Heineken 0.0% will be available on draught in 3,000 Irish outlets by the end of 2025, the Danish brewer announced last month.
Since the launch of the alcohol-free beer in 2018, Heineken has committed over €30 million to the 0.0% product.
Low- and no-alcohol drinks have grown in popularity in recent years, with Heineken 0.0% currently holding a 48% total market volume share of the non-alcoholic category, according to the CGA/Nielsen Total Market Share Moving Annual Total for August 2024.
Speaking about the move, Fiona Curtin, marketing director at Heineken Ireland, said, “When we launched Heineken 0.0% in 2018, we effectively created the modern non-alcoholic beer category in Ireland, offering a top-quality product that consumers wanted to purchase.
“Six years on, Heineken 0.0% remains the leader in the non-alcohol market, with a 48% total market share, and we intend to continue to invest in 0.0%, to grow the distribution and reach of the brand, in order to offer consumers real choice, and to further promote responsible consumption.”
Growth
However, Curtin added that there is scope for growth in the no-alcohol category in the coming years, as sales of non-alcoholic beer currently account for approximately 2% of the Irish market, compared to 14% in Spain.
She noted improving the social aspect of ordering 0.0 products, saying, “Ensuring that we have Heineken 0.0% draught available as a choice for consumers helps to further normalise the decision to drink non-alcoholic beer.”
In pub settings, the 0.0 category is making waves, as consumers seek to socialise, but have begun taking more of a moderate approach to drinking.
According to Ipsos research conducted in March 2024, two out of three consumers said that drinking non-alcoholic beer allows them to feel part of a social occasion.
Curtin continued, “A survey by Drinkaware highlighted that 36% of respondents expressed a desire to drink less often, while 54% of those aged 18-24 indicated that they want to cut back on drinking.
“By aligning Heineken 0.0% with world-renowned platforms like Formula 1 [and] the Europa League and iconic Irish events, we are reinforcing our long-term commitment to fostering a culture of responsible consumption among Irish consumers.
“Our presence at these high-profile events demonstrates our dedication to offering consumers a choice that supports responsible [drinking] while celebrating life’s great moments.”
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