Heineken Launches Heineken 0.0 Internationally

On May 12, 2017, Heineken announced the international launch of Heineken 0.0, an alcohol-free version of its flagship lager. The product was introduced in fourteen markets during 2017 and received a prominent public launch around the Spanish Formula 1 Grand Prix in Barcelona. Its blue label visually distinguished it from the familiar green Heineken brand while retaining the brewery’s principal global name. Heineken had spent more than two years developing the beer, which was brewed before its alcohol was removed and then blended to achieve the intended flavor. By placing an alcohol-free beer directly within one of the world’s most recognizable international beer brands, the company helped move the category beyond specialist products and regional markets. Heineken subsequently expanded 0.0 into more than one hundred countries.