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.
Seems like the right price point. I worry for the sustainability of the business though.
What is that… a ute for ants???
Finally. Some proper marketing for non alcoholic beer. There needs to be more of a push to have non alcoholic beer prominent in displays and promote it vigorously as a safer alternative to “getting smashed”, in more ways than one…..The idea of the drive through is a perfect place to start. Non alcoholic beer is the taste of a new generation… ?