Towards the beginning of 2019, employees in states throughout the US got to sample Heineken 0.0 beer in their office as part of ‘Bring Your Beer to Work Day’ – supporting their #NowYouCan campaign.
Using our network of office spaces was the perfect way for Heineken to advertise their new alcohol-free beer, as staff were encouraged to enjoy their cold brew in meetings, at their desks whilst working and at lunch with colleagues.
Heineken 0.0 was a ground-breaking NPD that completely disrupted the alcoholic beverage market. The beer first went to US retail on January 9th, following its achievements in Europe (where Heineken reported a 7% growth figure for HY2017, crediting Heineken 0.0’s early success as a main factor. Read more here).
Feedback from offices suggested that everyone “thoroughly enjoy their sample – said it tasted exactly like ‘real’ beer and loved the opportunity to meet over a drink and talk about having their ‘beer’ at work” (KBC Advanced Technologies Inc.).
Chief Marketing Officer at Heineken USA, Jonnie Cahill, commented:
for the US, the time has come for an innovation that disrupts the category and offers a new take on how and when people enjoy beer. Heineken 0.0 brings an incredible beer taste to the non-alcoholic space and opens a world of opportunity for people to come together and enjoy a brew that expands drinking occasions – not limits them
Similarly, in an interview with Brewbound, Heineken 0.0’s lead brand manager Katharine Preville suggested that "it’s not just about 2019, but the future of the beer category”. As consumers become increasingly health conscious and are moderating their alcohol consumption, it became necessary for Heineken to create a new product that accommodated this change.
Following the success of the campaign, we’re delighted to announce that we are sampling Heineken 0.0 again in April 2020! Dubbed ‘Bring Your Beer To Work Month’, the campaign will stretch over an entire month across eight cities in the US, spreading alcohol-free daytime pleasure to millions of consumers. Allowing workers to do more without giving up the drink they love.