Cambodia: Zero-alcohol Heineken 0.0 set to hit Cambodia’s shelves on July 22
The first zero-alcohol beer introduced by Heineken Cambodia – Heineken 0.0 – is set to hit shelves on July 22, offering consumers the opportunity to enjoy a refreshing beer at any time of the day, Phnom Penh Post reported on July 8.
The launch aligns with the company’s commitment to responsible consumption and marks its 30th anniversary in Cambodia.
The beer aims to provide a versatile beverage option for those who want to drink responsibly, particularly drivers, or for non-drinkers who wish to socialise without compromising on taste.
The new product is a noteworthy addition to the local market, reflecting a growing trend towards moderation and mindful drinking.
Heineken Cambodia corporate affairs director Anne De Graaf emphasised the importance of innovation and responsible consumption.
“We are committed to both creating quality beers and advocating for responsible drinking,” she said.
“Heineken 0.0 provides a choice that supports moderate consumption or no alcohol consumption at all, promoting a culture of balance,” she added.
De Graaf highlighted that the beer is crafted with natural ingredients, including water, barley malt, hops extract and Heineken A-Yeast.
The alcohol is gently removed through vacuum distillation, and the brew is blended with natural flavours to achieve a balanced taste with refreshing fruity notes and a soft malty body. This meticulous brewing process ensures a satisfying experience for beer lovers.
“With its introduction in Cambodia, Heineken 0.0 will be available in 115 markets worldwide since its initial launch in 2017,” according to the company.
Heineken said it continues to lead the non-alcoholic drinks category, boasting over 245 non-alcoholic options across 115 countries.
Recently, the company hosted a special event for members of the media, offering a sneak preview of the company’s zero-alcohol beer.
The event included a detailed briefing on the company’s strategy, a tour of the brewery, a brand presentation and an exclusive tasting session.
De Graaf noted the “When You Drive, Never Drink” campaign is an important part of the company’s investment in promoting responsible consumption, with over 10 per cent of its media spending dedicated to the cause annually.
Established in 1994, Heineken Cambodia – with its Heineken, Tiger, ABC, Anchor and Gold Crown beers – also led efforts to establish a self-regulatory code on responsible marketing and communication within the industry.
The code, supported by signatories including Heineken, Cambrew, the Wine Spirit and Beer Importers and Distributors Association (WSBIDA) and the Asia Pacific International Spirits and Wines Alliance (APISWA), applies to all forms of commercial communications and advertisements related to alcoholic beverages.
Key provisions include adherence to relevant laws, maintaining decency and honesty in advertising and respecting those who choose to abstain from alcohol.
The product will be available at leading retail outlets, including Makro, Aeon and 7-Eleven, ensuring easy access for those seeking a refreshing, non-alcoholic brew.
08 July, 2024
