Heineken gives away its new non-alcoholic beer at a drive-through bar

Heineken is launching its zero alcohol beer in the local market, with a drive-through in the Sydney suburb of Tempe giving away free bottles of Heineken 0.0.

A TV ad has also launched, showing a man smugly sitting in his parked car sipping a Heineken 0.0 as a policeman approaches. Despite proudly showing off his non-alcoholic beverage, he actually is getting in trouble for being in a ‘no parking’ zone.

Heineken is positioning the beverage as an alternative for a range of occasions in which alcohol would not be appropriate such as a lunch break, a reward after a hard workout – or even during business meetings.

The brand message behind the TVC is ‘Now you can’, meaning you can enjoy the taste of a beer whilst also being the designated driver.

A mock-up of the Heineken 0.0 drive-through

The drive-through will launch on 11 September, enabling customers to sample the product without compromising their ability to drive. Following its launch in Sydney, the ‘One for the Road’ bar will be touring across Australia.

Damian Dabkowski, Heineken country manager for Australia, said: “Heineken 0.0 launched globally in 2017 and is exceeding expectations in all 51 markets. In Australia, we estimate that the no alcohol beer segment will reach 22m litres in five years, so it is a huge opportunity. What better way to launch it in market than at Australia’s first Beer Drive-Thru, which is the perfect opportunity to introduce Heineken 0.0 to places it has never been before.”

The non-alcoholic beer has been brewed with natural ingredients and will still carry the malt taste of regular beer.

The drive-through has been devised and facilitated by Red Havas.


Client: Heineken
PR Agency: Red Havas
Brand Experience Agency: Momentum Worldwide
Media Agency: UM


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