Japan: Heineken announces launch of its alcohol-free beer in Japan

The launch, which is set to take place on 16 October 2023, means that Heineken 0.0 has now been brought to 110 markets worldwide since it was first introduced in 2017.

The expansion of Heineken 0.0 to Japan marks the next step in the company’s progress as it continues to embrace evolving societal trends around alcohol consumption.

Tony Wheeler, Heineken Japan president, said: “As a pioneering brewer, we are committed to developing innovative new product offerings to meet consumer needs. Heineken 0.0 offers Japanese consumers new options for a variety of drinking occasions. it will also be in line with recent cultural trends such as responsible drinking and balanced, healthy lifestyles.”

Heineken has big plans for the Japanese launch of its 0.0 campaign, which is set to include TV commercials, digital and in-store promotional activities and retail promotions.

In addition, Heineken Japan plans to take advantage of Heineken’s partnership with Formula 1 to pre-launch Heineken 0.0 at the Japanese Grand Prix.

The race is being held at the Suzuka Circuit, and began on 22 September 2023. F1 World Champion Max Verstappen continues to serve as the global ambassador for Heineken 0.0 and features in the most recent ‘When You Drive Never Drink’ advertising campaign.

From 16 October 2023, Heineken 0.0 will be available at restaurants and retail stores in Tokyo and other major cities in the form of 330mL cans and 330mL bottles.

Willem van Waesberghe, Heineken global master brewer, commented: “It’s easy to just remove the 5% or so of alcohol in Heineken... But that doesn’t give you the best taste. Heineken 0.0 is brewed from scratch, using Heineken’s more than 150 years of brewing experience and technology, and boasts a perfectly balanced flavour, a refreshing fruity aroma, and a soft malty body.”