Heineken is set to roll-out draught non-alcoholic beer starting in January next year as sales of low and no-alcohol drinks in the UK are forecast to rise by 22% from 2019 to 2024, according to IWSR, the international drinks analysts.
Heineken said it was the first time anywhere in the world that non-alcoholic draught beers would be served on a large scale using the existing cellar and keg line in pubs. Their Blade machine makes draught Heineken alcohol-free beer a reality, as existing pub cellar technology has been a barrier.
According to the brewer, more people are viewing moderation as a lifestyle choice, rather than as a fad during Dry January and social stigma around abstinence is waning as moderation becomes more culturally acceptable. A recent study demonstrated 29 per cent of 16 to 24-year-olds now class themselves as teetotal, an increase of 11 per cent since 2005.
Laura Willoughby, Co-founder of Club Soda and the Mindful Drinking Festival explains why the time is right for alcohol-free on draught, “We want to see diverse and lively social spaces where nobody has to feel out of place not drinking. From needing to drive, getting up early for the gym, or waiting until after an important meeting, there are multiple reasons why the UK public is cutting down or choosing not to drink. But, that shouldn’t mean that they can’t go to their local and have just as good an experience as everyone else. Being able to order an alcohol-free beer like Heineken 0.0 on Blade is a leap in the right direction and a great response to the growing consumer demand.”
Head of Blade at HEINEKEN UK, Otto Esser, commented, “A pint of great tasting beer and a great British pub go hand in hand – but there are times when we just don’t fancy the alcohol. The technology behind Blade means we can now make draught alcohol-free a reality, boosting the appeal of the pub as the heart of communities across the UK.”