Heineken 0.0 wasn’t always a sure thing for the Netherlands-based brewer, despite the brand being the best-selling option in the category in 2022.
The beverage’s $83.6 million in sales in 2022 matched those of Budweiser Zero and Busch NA combined. To promote the non-alcoholic beer brand, Heineken USA pledged to distribute 10 million samples and spend $50 million. 7% of the Heineken brand’s sales come from the beer. Heineken USA is optimistic about the future of the non-alcoholic beer business in the US, particularly among younger consumers.
With the volume proportion of low-alcohol and non-alcoholic beer in the US being roughly 3.2% next year compared to 13% in Spain, the US is falling behind other nations in the consumption of non-alcoholic beverages, notably in Europe. Four years after launching Heineken 0.0, Heineken is taking cautious steps to expand its non-alcoholic line by introducing Dos Equis Lime & Salt Zero.