Heineken 0.0 - Success Case Study

Summary

Dutch beer company Heineken created a non-alcoholic version of its iconic beer in 2017 that appeals to both drinkers and non-drinkers. The product has benefited from the brand's trusted reputation. Heineken aimed to replicate the same taste as its original beer.

Scope

• Heineken 0.0 was launched in Western Europe where there is a growing market for low- or no-alcohol beer.
• Delivering flavor is highly important in alcohol-free beer, and Heineken 0.0 offers a taste intended to replicate its original beer due to the method of brewing.
• The packaging is nearly identical to that of the original beer, with the only difference being the change from a green to a blue label and cap to allow easy differentiation of the two products.

Reasons to Buy

• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.