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  • People are looking for great taste, not alcohol content
  • People are looking for great taste, not alcohol content
    Heineken (2017) ©
CASE STUDY

Heineken 0.0: Beer for non boozers

With two-thirds of 16 to 24-year-olds claiming that booze isn’t important to their social lives, the stereotype of young drinkers is changing. For the emerging moderation movement, Heineken 0.0 is a non-alcoholic beer that promises the same great taste as its boozy counterpart.

Location United Kingdom

Scope
While stereotypes of teenagers and early twenty-somethings usually involve them falling around the streets after a night of binge drinking, this is becoming further and further from the truth. In the past decade, the number of teetotal 16 to 24-year-olds in Britain has risen by 40% [1], showing that the days of excess are over; younger people are embracing drinking less and, in some cases, not at all.

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