How Heineken is mainstreaming the alcohol-free category

The alcohol-free beer market is small but growing; Heineken aims to “supercharge” it by normalising the category.

Ten million Brits claim to be teetotal, so you might think there’s an obvious target market right there for brewers making alcohol-free beer. But the reality is that 90% of people consuming such beers are already drinkers: it’s all about substitution, usually when they’re driving.

It’s currently a small market, but growing at around 30% a year, according to James Crampton, Corporate Affairs Director at Heineken UK, who believes there is a larger untapped market out there. There’s a big chunk of the population (70% of adults) who would like to lead a healthier lifestyle, which includes being mindful about...

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