Heineken's new 0.0% non-alcoholic lager has been launched for their Irish customers on Wednesday 28th March.
The new drink doesn't lose any of the classic Heineken taste but is being released as a response to Irish consumers' needs and demands giving them more choice and variety for all occasions.
In 2018, the number one reason that Irish consumers choose not to go alcohol-free on a night out is because they won't to be seen as being unsociable or not as good of fun.
However, Heineken 0.0% - which is only 69 calories per 33cl bottle which is half the calories of the original Heineken - will let those on a night out look the part while enjoying the same quality taste but with no alcohol.
It's not the only big change at the company, their iconic green label has also turned blue for this particular drink which is the colour associated with non-alcoholic drinks.
Radina Shkutova, Marketing Director, Heineken Ireland, said: “We’re truly excited to officially launch Heineken® 0.0% into the Irish market, and as a business we are committed to introducing new and innovative products to meet our consumer needs.
"The simple fact is, our consumers want choice.
"Heineken has seen strong growth within the low and no alcohol segment and expects this to continue, driven by the global cultural trend of living a balanced, healthy lifestyle.
“Research shows that over 76% of Irish people state that having a balanced lifestyle is important, yet only 25% believe it is easy to achieve this balance. We believe that Heineken® 0.0% will help to provide a solution for this challenge.”
Brew Master at Heineken, Willem van Waesberghe, knows a thing or two about quality beer and was the brains behind this latest creation.
He's been involved with Heineken since the mid-90s and took up his role as Brew Master in 2013.
Rightly so, he's very proud of the company's newest creation.
"Heineken® 0.0% is double brewed, we then remove the alcohol and blend with natural flavours, allowing Irish beer lovers to enjoy a world-class tasting alternative on any occasion without compromising on quality.”
Heineken® 0.0% will be available off-trade in 4 x 33cl bottle at €6.00 and in a 6 x 33cl can at €6.00, while the on-trade will have 33cl bottle available at €4.00.
You can find more information about the new drink here.