WHITE PLAINS, N.Y. — Heineken has launched a 12-pack of its Heineken 0.0 cans in select markets for those participating in Dry January.
The nonalcohol beer will be in select markets in January, which some use to stay sober to kick off the new year. The Heineken 0.0 12-pack cans will launch in March nationally, the White Plains, N.Y.-based beverage company said.
“We’re picking up on the continuing trend of adults abstaining or reducing alcohol consumption, which we see as an opportunity to boost business during one of the traditionally slower months of the year,” said Chuck Boddy, senior brand manager at Heineken USA. “With over 20% of drinkers taking part in Dry January, and with similar movements like Sober October, we think Heineken 0.0 can drive sales and profits by engaging beer drinkers who still want a beer but who may be resolved for a time to forgo alcohol.”
After the launch of the 12-pack, Heineken will also release 16-ounce cans of Heineken 0.0 later this year, the company said.
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