Heineken launches 0.0%% ABV beer on tap for first time

Brewing giant Heineken will now sell its 0.0% ABV beer to pubs and bars in draught format, which it hopes will provide a “huge commercial opportunity for licensees.”

For the most part, non-alcoholic beers are sold in bottles, but according to data from CGA Strategy,  some 93% of all beer in the UK was consumed on draught format last year.

Heineken, has trialled its 0.0% ABV beer through draught system Blade in 60 outlets around the UK from September to December, reporting an average of 20 pints sold each week. Otto Esser, Heineken’s head of blade, said its latest low-and-no innovation is a “revolutionary step for the beer and cider category and one that we are proud to be leading.”

Last year, Suffolk-based brewer St Peter’s partnered with pub group Old Spot Company to serve the former’s 0.0% ale Without Gold at the latter’s sites in Lemington Spa and Wokingham.

Stuart Green, manager of The Cabbage Patch, London, said there is a “bigger demand for an alcohol-free beer and, if we are all being honest, previous products were pretty poor and garnered a negative perception from drinkers.”

“When HEINEKEN released Heineken 0.0 on Blade, we took it on as a trial and it has absolutely flown, the demand from the consumers has far exceeded our expectations.

“We are now selling 60-80 pints per week in addition to our existing packaged sales, of 1-3 cases per week.”