Heineken 0.0% draught to expand to 3,000 pubs by end of year
A report by DCU economist Antony Foley showed that Irish people are drinking 31% less now than they were when consumption peaked in 2001 (Photo by Anna Kapustina via Pexels)
Heineken 0.0% will be available on draught in 3,000 outlets by the end of this year, extending its lead as the most popular brand in the non-alcoholic drinks category in Ireland.
Heineken 0.0%’s strong availability is testament to the leadership role Heineken continues to play in the category. Heineken Ireland has invested considerably to increase Heineken 0.0%’s distribution in Ireland, with more than €30 million committed to 0.0% since its launch in 2018.
Heineken Ireland also continues to promote the brand through significant advertising and marketing activity underscoring Heineken 0.0%’s position as the most popular alcohol-free beer in Ireland.
Heineken 0.0% currently holds a 48% Total Market Volume Share of the Non-Alcoholic category,* which means that it accounts for almost one of every two pints of non-alcohol beer sold in the Republic of Ireland.
“When we launched Heineken 0.0% in 2018, we effectively created the modern non-alcoholic beer category in Ireland, offering a top-quality product that consumers wanted to purchase,” said Fiona Curtin, marketing director, Heineken Ireland.
“Six years on, Heineken 0.0% remains the leader in the non-alcohol market, with a 48% total market share and we intend to continue to invest in 0.0% to grow the distribution and reach of the brand in order to offer consumers real choice and to further promote responsible consumption.
Despite the huge growth in non-alcohol beer sector in recent years, the overall Irish market for non-alcohol drinks remains underdeveloped compared to many of other European countries. Sales of non-alcohol beer currently account for approximately 2% of the Irish market, compared to 14% in Spain, where 0.0 products are consumed regularly at lunchtime and with food. **
“Even with the stellar growth that has been seen in Ireland, there remains huge scope for significant expansion of the 0.0 sector in the years ahead,” according to Curtin. “Our intention is that Heineken 0.0% will continue to lead this category and offer Irish consumers choice on occasions when they decide not to consume alcohol across the largest spectrum of locations.”
Heineken 0.0% is the market leader in both the on-trade sector, which includes pubs, hotels and restaurants and the off licence sector.
Draught plays a highly significant role in the Irish drinks market and Heineken continues to increase its availability across the pub and restaurant sector. In the retail sector, new pack sizes and targeted marketing campaigns are also helping to boost sales.
“Ensuring that we have Heineken 0.0% draught available as a choice for consumers helps to further normalise the decision to drink non-alcohol beer,” said Curtin. “A survey by Drinkaware highlighted that 36% of respondents expressed a desire to drink less often, while 54% of those aged 18-24 indicated that they want to cut back on drinking.”
In a pub setting, 0.0 drinks are playing an important emotional role, with two out three of consumers saying that drinking non-alcoholic beer allows them to feel part of a social occasion, according to research conducted by Ipsos in March this year.
Consumers have indicated that driving is the main reason why they decide to choose 0.0% on a night out. However younger consumers aged between 18-28 are less likely to own a car, and their desire for non-alcohol products is driven by health-conscious choices and a more general desire for variety.
Overall alcohol consumption in Ireland is decreasing generally, particularly among younger consumers. A recent report by DCU economist Antony Foley showed that Irish people are drinking 31% less now than they were when consumption peaked in 2001. ***
This year, Heineken Ireland has launched its largest ever promotional campaign for 0.0% and responsible drinking. The Formula 1 Best Driver campaign, featuring Dutch world champion Max Verstappen, has been seen extensively on Irish television and across digital media channels.
Heineken 0.0% also sponsored the Europa League Final, which was held in Dublin in May, and had a significant presence at the two fan zones before the game and the two-day fan festival in Dublin Castle. Heineken 0.0% has also sponsored a number of other high-profile events in Ireland 2024, including The Irish Open in September and the upcoming Galway Christmas Markets.
“By aligning Heineken 0.0% with world-renowned platforms like Formula 1, the Europa League, and iconic Irish events, we are reinforcing our long-term commitment to fostering a culture of responsible consumption among Irish consumers,” said Curtin. “Our presence at these high-profile events demonstrates our dedication to offering consumers a choice that supports responsible drinking while celebrating life’s great moments.”
Promoting responsible consumption of alcohol is central to Heineken’s business, both in Ireland and globally. Heineken’s focus on moderation and responsible consumption is a key element of its Brew a Better World strategy, which was launched in April 2021, and is a cornerstone of how the company operates.
* CGA/Nielson Total Market Share MAT (Moving Annual Total) Aug 2024.
**2023 beer report, published by Drinks Ireland
*** Drinks Industry Group of Ireland (DIGI) Report, August 2024
