Heineken highlights several advantages of offering non-alcoholic beer on tap, primarily emphasizing that it provides consumers with a more authentic drinking experience. For many, having a pint that visually resembles regular beer—whether alcoholic or not—helps diminish the stigma associated with non-alcoholic drinking.
Moreover, the ongoing challenge lies in maintaining hygiene, as traditional draft beer relies on the antimicrobial properties of alcohol. This creates technical barriers for breweries looking to serve non-alcoholic options safely.
Heineken has made significant strides in this area, with its 0.0 beer now available in over 5,000 venues globally, including 3,000 locations in Ireland and a projected increase to 2,000 venues in the UK by year’s end. According to Joanna Price, Heineken’s chief corporate affairs officer, the brand stands as the largest player by volume in the 0.0 segment.
However, what challenges accompany this expansion, and how well has it resonated with consumers?
On-trade Expansion
Offering non-alcoholic beer on draught is a “game-changing” strategy for Heineken, Price asserts, as no experience matches that of enjoying a draught beer. Previously, Heineken 0.0 was primarily available in bottles, yet Will Rice, Heineken’s on-trade director, states that approximately 85% of beer served in venues is draught. “That’s where you need to be. But that’s not easy,” he emphasizes. Ultimately, the goal remains to attract more patrons to pubs.
Indeed, the brand has not only pursued this initiative but is also experiencing success that “surpasses expectations,” according to global innovation director Jules Macken. Rice notes that the primary obstacles have been technical rather than a lack of consumer demand, and the firm has been diligently crafting solutions.
Interestingly, as the technology for serving non-alcoholic beer on draft has evolved, consumer demand for 0.0 has similarly surged. Nevertheless, significant cost disparities remain; implementing alcoholic beer on tap is still more economical.
Developing 0.0
Like the manufacturing processes for non-alcoholic spirits, brewing non-alcoholic beer leverages similar practices as those used for traditional alcoholic beverages. “Heineken is a beer where the taste comes from fermentation,” explains global master brewer Willem van Waesberghe. Therefore, fermentation is necessary before the alcohol can be removed.
Once the beer enters the keg, however, challenges arise concerning pouring. Rice emphasizes the need to avoid allowing the beer to sit in the line, as secondary fermentation could result in alcohol levels approaching 1%. “If this weren’t a true 0.0, we could roll this out much faster, but the fact is, we are a true 0.0, and we want to remain that,” he states.
Despite these technical processes, Waesberghe acknowledges that non-alcoholic beer might not taste identical to its alcoholic counterpart. However, frequent consumers adapt their expectations; the mind gradually reshapes its reference for taste through repeated exposure, fostering acceptance of the subtle differences.
