Heineken 0.0 now in cans: a new phase for the category

Heineken 0.0 expands its shelf presence with a new can and opens a new phase for the non-alcoholic beer category. The format focuses on practicality and brand recognition, fitting into a context of constant growth in the segment, which is becoming increasingly relevant in Italian consumption. The goal is to make the non-alcoholic choice more accessible and part of daily life, even in contexts where glass is not allowed. The Dutch brand’s non-alcoholic beer is a lager with a full and distinctive flavor, offered in a format designed for on-the-go consumption and to accompany different moments of the day, from work to leisure, and public events.

The launch of the new can comes during a positive phase for the category. In 2024, non-alcoholic beer recorded a growth of +13.4% compared to the previous year. According to research conducted by HEINEKEN Italy with AstraRicerche as part of the TOGETHER campaign, consumption is increasing especially among Gen Z and Millennials. 33.6% of young people consider non-alcoholic beer a valid alternative to traditional beer. 59% consider it suitable for any consumption context, while 61% believe the taste is comparable to that of alcoholic beer. These figures indicate a cultural shift and a progressive normalization of the zero-alcohol choice.

With the new can, Heineken® 0.0 is presented as a versatile solution for different contexts: home consumption, breaks during the day, social moments, and situations where driving is required. The format also meets the needs of festivals, concerts, and sporting events, where the use of glass is often prohibited. This innovation strengthens the brand’s positioning in the non-alcoholic segment while keeping the organoleptic profile of the product already on the market unchanged.

The new format is being previewed during the Nameless Festival, of which Heineken® is an official partner. The brand will also be present at Nameless Winter, scheduled for February 14 and 15 in Barzio, in the province of Lecco, with dedicated sampling activities for Heineken® 0.0. The event is one of Italy’s leading music festivals and serves as an opportunity for direct contact with a younger audience.

“With the launch of the new Heineken 0.0 can, we want to make the non-alcoholic choice even more accessible, in line with the new consumption habits of Italians,” says Michela Filippi, Marketing Director of HEINEKEN Italy. “It is a practical, sustainable, and versatile format that adapts to the dynamic rhythms of daily life and to new moments and different consumption contexts, without sacrificing the unmistakable taste of Heineken: from sports to social moments, from a break during the day to occasions when it is necessary to drive or when attending festivals and events. For us, Heineken 0.0 represents a strategic lever to promote a more conscious and inclusive lifestyle—a full-flavored beer designed to accompany every moment, without compromises or prejudice.”

The new format is part of a journey started by Heineken back in 2004, when the company was the first in the brewing industry to launch a global campaign on responsible consumption. In the following years, the brand developed initiatives dedicated to moderation as a daily choice. In 2026, Heineken® plans to invest 15% of its media budget in Heineken® 0.0 to promote responsible consumption. The stated goal is to contribute to the normalization of moderation and overcome the prejudices associated with choosing non-alcoholic options.