MA>X
Growing interest in a balanced lifestyle is driving demand for
moderation propositions. Launched in five markets to date,
0.0% MAXX delivers on a consumer need for great-tasting beer
experiences during alcohol-free moments.
Maxximum Taste
0.0% MAXX is a new and
unique alcohol-free beer. As
a brand extension to many mother
brands, like Amstel and Zagorka,
it complements HEINEKEN's
expanding portfolio of moderation
beers, which include Radler 2% and
Radler 0.0%.
"Beer drinkers are making increasingly
responsible decisions when choosing
what to drink during social occasions
with friends, family or colleagues,"
says Franqois-Xavier Mahot, Senior
Director Global Innovation. "0.0% MAXX
capitalises on that trend by offering 35+
men a full-flavoured natural alternative."
26 World of HEINEKEN Edition 2 201A
