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Heineken has launched the non-alcoholic version of its namesake lager in India, as the world's two biggest brewers prepare to face off in the country's emerging zero-abv category.

Heineken is launching its zero-abv beer in both cans and bottles in India

Heineken is launching its zero-abv beer in both cans and bottles in India

The launch of Heineken 0.0, announced earlier this week, comes three weeks after Anheuser-Busch InBev revealed plans to launch a new non-alcoholic Budweiser in India. Budweiser 0.0 will roll out to India's biggest cities and, according to A-B InBev, is a different beer to the company's existing zero-abv proposition. Budweiser Prohibition Brew has been on sale in western markets for three years.

Heineken 0.0 will roll out across India through Heineken's United Breweries partner. The beer is only the second non-alcoholic product UB has launched, following the release of Kingfisher Radler in October.

Speaking to media at the time of the radler launch, UB said the soft beverages market holds a lot of potential as it is larger than the beer market in India. Some regions in the country do not allow alcohol, including the state of Gujarat, which has a long history of prohibition.

Commenting this week on the launch of Heineken 0.0, United Breweries said the beer will be available in two variants - a 33cl bottle and a 33cl can. The beer is available in more than 40 countries around the world and has helped Heineken boost global volumes for its namesake lager brand.

The zero-abv launches come amid growing trends in Asia for more health-conscious drinks choices. A GlobalData survey released last month found that consumers in the region are addressing health issues by curbing alcohol indulgence, and that manufacturers are offering more zero alcohol beverages with healthy ingredients.

The key trends shaping drinks consumption in Asia-Pacific - Click here for a just-drinks focus


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