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Heineken's Cruzcampo 0.0%

Heinekens Cruzcampo 0.0% non-alcoholic beer

Heineken's Cruzcampo 0.0% non-alcoholic beer

Category - Beer, non-alcoholic

Available - From October

Location - Spain; off-premise, primarily Andalusia; on-premise, across Andalusia and out of Andalusia in outlets with a Cruzcampo tap

Heineken has launched a 0% alcohol version of its Cruzcampo beer in Spain.

Cruzcampo 0.0% was launched last month and will roll out in one of Europe's biggest non-alcoholic beer market by volume. According to Mintel research, 60% of Spanish beer buyers purchase non-alcoholic beer compared to 47% in Germany, another big non-alcoholic beer market.

International brewers are increasing their non-alcoholic portfolios amid trends towards lower alcohol consumption. Anheuser-Busch InBev launched a non-alcoholic Budweiser in Canada earlier this year, while Carlsberg continues to expand in the category.

Issues over taste remain, however. In an interview with just-drinks last year, Heineken's master brewer, Willem van Waesberghe, said a good alcohol-free beer is the "ultimate challenge" for beer companies.

Heineken's Spanish unit launched Cruzcampo Light in 2009.


Sectors: Beer & cider, Product launches

Companies: Heineken

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