0.0% MAXX is
bringing real beer
experiences back to
occasions when alcohol
is typically avoided
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INNOVATION
Beyond Beer Borders
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Brewing a tasty 0.0% beverage required
HEINEKEN's experienced brewers to look
beyond the borders of the traditional
non-alcoholic beer world. "In the past,
brewing a non-alcoholic beer has been
focused on mimicking the taste of an
existing beer. HEINEKEN took a totally
new approach, using a blend of only five
natural ingredients - water, barley malt,
wheat malt, hops and natural flavours.
The result is a refreshing alcohol-free beer
with a well-balanced, bittersweet taste."
Besides a unique taste profile, 0.0% MAXX
is bringing real beer experiences back to
drinking occasions when alcohol is
typically avoided. For instance, beer
drinkers who want to have a beer with
lunch but do not want the alcohol have
few options. "As a result, they usually
order a soft drink. However, that doesn't
fit a group setting when friends or
colleagues are gathered round a table
enjoying a good meal. You want
something that adds conviviality and
alcohol-free beer is the perfect choice
to do that. In addition, 0.0% MAXX can
proudly boast all-natural credentials."
Overcoming Barriers
0.0% MAXX is currently available in
Greece, Croatia, Bulgaria, Hungary and
Romania in on- and off-trade channels. A
further roll-out is planned for 2015. As the
beer is alcohol-free, it also opens up new
channels such as business canteens.
"Early indications from the launch
markets are positive. We are seeing a
good repeat purchase rate, indicating that
people really appreciate the product. The
biggest barrier we face is the perception
that alcohol-free beer is a functional
solution rather than an enjoyable choice.
Once again, our response has been an
innovative one. In the past, alcohol-free
beer bottles have been characterised by
boring colours. By using warmer, inviting
tones, 0.0% MAXX has all the appeal of
a traditional beer. It still feels like a beer,
not like you are having to compromise. In
addition, the positive name conveys more
rather than less: full taste and a no-limits
drinking experience - which is exactly
what consumers will get."
0.0% MAXX is an extension
to a number of mother
brands, including Zagorka
Edition 2 201A World of HEINEKEN 27
