Heineken presented its latest innovation, Heineken® 0.0, a non-alcoholic lager brewed with a unique recipe for a distinct balanced taste - and only 69 calories per 33cl bottle.

The brand's iconic green label has been turned blue - the colour associated with the alcohol-free category. The integrated launch campaign includes a TV commercial, digital and experiential activations plus on and off trade promotions.

Heineken's® master brewers created the new zero alcohol beer using only natural ingredients, resulting in a beer brewed for beer lovers, by beer lovers. Willem van Waesberghe, Global Craft and brew master at Heineken, said: "Removing alcohol from regular 5% Heineken® would have been easy, but it wouldn't deliver the best tasting non-alcoholic beer. Heineken® 0.0 is brewed from scratch and has a perfectly balanced taste with refreshing fruity notes and soft malty body."

Commenting about the launch of Heineken® 0.0 in Malta Michael Darmanin, general manager of Charles Grech Ltd, local agents for Heineken said that: "We are really happy and proud to be welcoming Heineken 0.0 within our beer portfolio. This year, for us at Charles Grech, highlights Heineken's innovativeness, starting with Heineken Blade, a solution to have Heineken on Draught in small outlets, where it is normally difficult or impossible to have a regular draught installation and now, today we are here celebrating the launch of Heineken 0.0. This brand adds a new dimension to beer drinking. With its great taste and low calories per serving, we are positive the public will be as excited as we are by this new proposition and the freedom it offers anyone to enjoy a beer, anytime and anywhere - because with 0.0, Now You Can!"         

Heineken is committed to introducing new and innovative products to meet consumer needs. Heineken has seen strong growth in the zero alcohol segment and expect this to continue, driven by the global cultural trend of living a balanced, healthy lifestyle. Heineken® 0.0 gives consumers a choice for all their drinking occasions, without compromising on quality.

Available in over 16 markets around the world, Heineken® 0.0 is available for purchase in both on and off-trade in different retail channels depending on market requirements. It comes in 25cl, 30cl and 33cl bottles, 33cl and 50cl can and 20L David keg, depending on the market standards.