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DESPERADOS
tmeiN0.il
NEW
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15
Deliver top line growth
Driving innovation in the
no-alcohol category
Heineken® 0.0% becomes UEFA Europa League sponsor
Making 0.0% beer available,
everywhere, and always
Heineken N.V.
Annual Report 2020
Introduction
Report of the
Executive Board
Report of the
Supervisory Board
Financial
Statements
Sustainability
Review
Other
Information
Desperados Virgin 0.0% is the latest wild
experimentation by Desperados which pushes the
boundaries of alcohol-free innovation, driving
double digit penetration growth for the brand and
recruiting new consumers into the non-alcoholic
segment. Following the successful launch of
Desperados Virgin 0.0% in France, the product is now
available in the Netherlands, Poland and Belgium.
Desperados Virgin 0.0% offers a new and exciting
taste experience for the consumers who
are turning to alcohol-free alternatives.
Lagunitas' new IPNA is brewed
using traditional IPA hops -
Mosaic, Citra and Columbus -
and uses Canada-grown barley
and crystal malt. Rather than
using de-alcoholising methods to
remove alcohol, Lagunitas removes
yeast from the batches during
fermentation. This allows for new
and exciting tastes to develop
without natural alcohol being
produced. It launched in the US
in December.
NOfrALCOHOl
Heineken
The UEFA Europa League is one of Europe's leading football
competitions. HEINEKEN has sponsored the competition as part
of its wider UEFA partnership since 1994.
When the tournament resumed in August 2020, we switched our
sponsorship from Amstel to Heineken® 0.0 for the remainder of the
season, and for future seasons.
We believe this partnership will drive further Heineken® 0.0 growth.
It represents the largest ever single-sponsorship deal involving a
non-alcoholic beer brand and will provide a powerful platform for
encouraging responsible drinking and giving consumers a choice.
The zero alcohol category is an important
business driver for our company and we
continue to shape and scale the category
through our portfolio approach.
The consumer landscape is changing as
people seek healthier and more natural
non-alcoholic beverages. We want to
make non-alcoholic beers available
everywhere, and always.
We offer consumers on all continents a wide
range of zero alcohol beers, radlers, malt, malt
based energy drinks and brewed soft drinks.
We will continue to make Heineken® 0.0
an integral part of Heineken®. Heineken®
outperformed the market in 67% of the
key markets. Our low- and no-alcohol
portfolio includes 356 line extensions
across 125 brands. By 2020, low- and
no-alcohol options made up 6.2% of
HEINEKEN's total global volume1.
1 Including beer, cider and malt based soft drinks.
