HEINEKEN® 0.0 has landed in Japan

Heineken® and HEINEKEN Japan announces the launch of Heineken® 0.0 in Japan. 

Heineken® 0.0, the world’s #1 non-alcoholic lager, will go on sale nationwide in Japan on Monday 16 October 2023. Created by Heineken’s master brewers with carefully selected ingredients and a unique brewing process, the result is a 0.0 beer brewed for beer lovers, by beer lovers. This launch means the Heineken® 0.0 beer has now been brought to 110 markets worldwide since its launch in 2017.

Heineken® is committed to harnessing the power of our brands to help influence behaviours to make moderate drinking cool, advocate choice and promote no alcohol when driving. The expansion of Heineken® 0.0 to Japan marks the next step in the company’s progress as it continues to embrace evolving societal trends around alcohol consumption and the changing tastes of the new generation – the choice of zero alcohol and great tasting alternatives.

The Heineken® 0.0 Japan launch campaign will include TV commercials, digital and in-store promotional activities and retail promotions. In addition, HEINEKEN Japan plans to take full advantage of Heineken®’s partnership with Formula 1 to pre-launch Heineken® 0.0 at the Japanese Grand Prix. The race will be held at the Suzuka Circuit starting 22 September 2023, where F1 World Champion Max Verstappen continues to serve as the global ambassador for Heineken® 0.0 and features in the most recent ‘When You Drive Never Drink’ advertising campaign. The large-scale campaign for Heineken® 0.0, as well as the excitement of the race, embodies the key message of the product: "Non-alcoholic beverages you can proudly Cheers"

From 16 October 2023, Heineken® 0.0 will be available at restaurants and retail stores in Tokyo and other major cities (330mL sleek cans and 330mL bottles will be available).

Tony Wheeler, HEINEKEN Japan President, said, “As a pioneering brewer, we are committed to developing innovative new product offerings to meet consumer needs. Heineken® 0.0 offers Japanese consumers new options for a variety of drinking occasions. it will also be in line with recent cultural trends such as responsible drinking and balanced, healthy lifestyles.”

Willem van Waesberghe, HEINEKEN Global Master Brewer, commented, “It’s easy to just remove the 5% or so of alcohol in Heineken®… But that doesn’t give you the best taste. Heineken® 0.0 is brewed from scratch, using Heineken’s more than 150 years of brewing experience and technology, and boasts a perfectly balanced flavor, a refreshing fruity aroma, and a soft malty body.”

About HEINEKEN

HEINEKEN is the world’s most international brewer. It is the leading developer and marketer of premium and non-alcoholic beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. With HEINEKEN’s over 90,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brew a Better World", sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Most recent information is available on our Company’s website and follow us on LinkedIn, Twitter and Instagram.