The World’s No. 1 Non-Alcoholic Beer Arrives in Japan! PR Representative Introduces the New Heineken® 0.0

Hello! I am Hayashi from the Social Relations Department, Division 1.

Following the pandemic, demand for non-alcoholic options has surged, with mocktails and non-alcoholic bars becoming popular. Choices in drinking styles are now in the spotlight.

In 2021, the non-alcoholic beverage market grew to 337,000 kiloliters, doubling in size over the past decade. Amidst this growth, Heineken Japan Co., Ltd., which handles the sales and marketing of Heineken®, the No. 1 selling international premium beer in Japan*1, has released the long-awaited new non-alcoholic product, Heineken 0.0!

In this article, our PR representative will introduce the new product and share highlights from the media launch event held on September 20!!

*1 Source: INTAGE SRI+ International Premium Beer Market, Jan 2022–Dec 2022, Total Cumulative Sales Volume across 7 channels (SM, CVS, HC, DRUG, Liquor Stores, General Liquor Stores, On-premise Liquor Stores)

Previously, non-alcoholic beverages were often associated with those restricting alcohol intake, such as designated drivers or health-conscious individuals. However, as the market expands, many people are now actively choosing non-alcoholic options for various reasons, such as during the day or at lunchtime. Furthermore, there is a growing “sober curious” trend among young people who choose not to drink or to limit their intake even if they can, bringing “drinking style choices” at year-end parties and social gatherings into focus.

◾️The “De-alcoholization” process: Brewing like regular beer and then removing only the alcohol

Heineken 0.0, on sale from October 16.

Heineken was founded in the Netherlands in 1873. The new non-alcoholic product features a vibrant blue package.

Remarkably, this non-alcoholic beer is brewed just like a regular beer and then undergoes a “de-alcoholization” process to remove only the alcohol, achieving an authentic taste that rivals real beer.

This product has been sold in 110 markets worldwide since 2017 and boasts the No. 1 sales globally for a non-alcoholic beer.*2

*2Source: GlobalData, Jan–Dec 2022, based on global sales volume

Heineken 0.0 is a new non-alcoholic beer truly made for beer lovers, perfected by Heineken’s Master Brewers using carefully selected ingredients.

By using the same “A-yeast” as the original Heineken, it delivers a fruity and rich flavor.

◾️Just like the real thing! The refreshing taste of Heineken!

Heineken 0.0 is available in both cans and bottles. The can features a sleek, stylish design that differs from the original shape.

The taste features the characteristic fruitiness of Heineken, with a crisp, beer-like flavor!

From left: 330ml long-neck bottle (Recommended retail price: 178 yen, excl. tax); 330ml sleek can (Recommended retail price: 160 yen, excl. tax)

◾️Guests from the Netherlands visit Japan for the first time for the media launch!

Heineken 0.0 is characterized by an authentic taste achieved through the de-alcoholization process.

At the media launch event on September 20, Global Master Brewer Willem van Waesberghe visited Japan for the first time. He was joined by Tony Wheeler, President of Heineken Japan, and Shin Suda, Marketing Director of Heineken Japan. They discussed the brand, the story behind the development of Heineken 0.0, and future prospects!

◾️The development story of a Master Brewer who was once skeptical of non-alcoholic beer…

Why is Heineken, a company that develops many alcoholic beverages, focusing so much on non-alcoholic options?

Willem, the Global Master Brewer who visited Japan for this event, said, “As Heineken aims to expand moderate drinking, creating a non-alcoholic beer was a natural step. However, as a brewer, it was challenging because I had never encountered a non-alcoholic beer that actually tasted good.”

Heineken Global Master Brewer Willem van Waesberghe

However, he added, “I undertook the development believing that our team could create a truly delicious non-alcoholic beer.”

Development involved four teams from three countries, with approximately 50 participants. Each team used different techniques to create non-alcoholic beers, which were evaluated monthly to select the best one. This process of creating new versions was repeated for eight months until the final product was perfected.

◾️Heineken aims to pave the way for moderate drinking

Headquartered in Amsterdam, Netherlands, Heineken is a global brand with 165 breweries in 70 countries. Currently, it operates over 300 brands in more than 190 countries. Within this framework, Heineken Japan was established on April 1 of this year as a wholly-owned subsidiary of Heineken.

As part of its 2030 vision, the company has pledged to “pave the way for moderate drinking,” announcing that 10% of its media investment in public relations will be dedicated to “Responsible Consumption” campaigns.

Tony Wheeler, President of Heineken Japan

“Heineken 0.0 is a product that aligns with recent cultural trends, such as responsible drinking and a balanced, healthy lifestyle,” said Tony Wheeler, President of Heineken Japan.

The non-alcoholic market in Japan is growing. By providing Japanese consumers with a new choice through Heineken 0.0, the company aims to capture a 5% share of the Japanese non-alcoholic beer market by 2025 and grow into a leading international beer brand in Japan.

◾️The pairing of sushi and Heineken 0.0 is the best?!

Upon arriving in Japan, Willem expressed a desire to see if the pairing of authentic Japanese Edomae sushi and Heineken 0.0 would be delicious. When we shared this with a TV program, they offered to cover the experience!

Our PR team quickly looked for a sushi restaurant that could cooperate with the interview, and the father of one of our staff members, who works at a sushi restaurant, stepped up to help.

Willem, who enjoyed his first Edomae sushi experience, commented with a smile during the TV interview: “The compatibility between the scallops and Heineken 0.0 was particularly good. They enhanced each other’s flavors, and I was very impressed.”

Willem and Mr. Suda enjoying the pairing of sushi and Heineken 0.0

We hope you all enjoy Heineken 0.0, the non-alcoholic beer that is garnering attention from many quarters as a drink you can proudly toast with.

SUNNY DAYS will continue to introduce the behind-the-scenes of our PR work! See you in the next article✏️