Heineken’s 0.0 Strategy – A Trojan Horse for Alcohol Marketing

Heineken is once again pushing its “smart drinking” narrative, using its 0.0% beer to create the illusion of corporate responsibility. While the company presents non-alcoholic beer as a way to promote moderation, the reality is far more calculated. The non-alcoholic beer market is a fraction of the company’s total sales, yet Heineken continues to invest heavily in promoting these products. The reason? Surrogate marketing.

By heavily advertising 0.0% beer, Heineken can sidestep alcohol marketing restrictions and secure sponsorship deals that further entrench its brand visibility, particularly in events that attract younger audiences. The company’s $300 million+ sponsorship of Formula 1 is a prime example – an opportunity to saturate global sporting events with Heineken branding, creating positive associations that ultimately drive alcohol beer sales, not just 0.0% products.

This is a well-documented strategy. While non-alcoholic beers account for a small fraction of total beer sales, alcohol companies use them as a loophole to gain unrestricted access to marketing channels that would otherwise be off-limits. The end goal is clear – normalizing alcohol consumption, reinforcing brand loyalty, and ultimately increasing sales of regular-strength beer.

Source:
https://www.produ.com/mercadeo/noticias/heineken-impulsa-el-consumo-inteligente-con-bebidas-0-0/

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