HEINEKEN UK ‘say yes’ to alcohol-free beer and cider in landmark campaign

The series of adverts aim to further fuel the rapid growth of the No and Low Alcohol category by highlighting the opportunities of ‘saying yes’ to an alcohol-free beer or cider. 

Launching in mid-May, the campaign created by agency Twelve, is a series of ads promoting HEINEKEN UK’s alcohol-free beer and cider range: Heineken 0.0, Birra Moretti Zero, and Old Mout Alcohol-free. As the Low and No Alcohol category continues to thrive, the campaign – titled ‘Say Yes’ – calls on shoppers and retailers to reappraise the category and its importance, by highlighting relevant consumption occasions and in turn, the valuable opportunity it presents to the off-trade.

The campaign will run in-store and online across the UK, demonstrating the role alcohol-free can play through scenarios in your life such as, Say Yes to a mid-week get together with a Birra Moretti Zero and Say Yes to ‘another one’ with an Old-Mout cider Alcohol-Free on a Sunday afternoon. HEINEKEN UK’s biggest alcohol-free campaign to date follows on from an in-store activation it developed in partnership with Drinkaware last year, to promote the body’s national campaign, Drink Free Days. In this latest campaign, HEINEKEN UK draws on this further, showcasing the enticing and broad range of alcohol-free options drinks available today, with the aim of introducing new shoppers to the category and fostering positive associations and attitudes towards no and low alcohol.

Research shows that there is a huge opportunity for the off-trade across the No and Low Alcohol category, as people continue to try to cut back their alcohol intake; 50% of drinkers are limiting their alcohol consumption[1] and as a result of this the No, Low and Gluten Free Beer category is an area that has truly boomed in the last year, experiencing huge growth (+22%[2]). As such, Heineken® 0.0, which has swiftly become the fastest growing brand in the segment[3] with 133% growth in the last year[4] and continues to go from strength to strength.

As part of HEINEKEN UK’s ongoing commitment to growing the No and Low Alcohol category, alongside the Say Yes campaign, it is also supporting retailers with the launch of ‘Zero Zones’ to the UK market following successful trials internationally. According to HEINEKEN UK, Zero Zones will allow stores to strengthen visibility and showcase the broad range of alcohol-free variants in-store to  help boost profits, as well as ensuring quick and easy convenience for shoppers in an effort to help them to make conscious, clear choices.

Toby Lancaster, Category & Shopper Marketing Director at Heineken, said: “No-and-low alcohol is currently booming. The beer category is currently experiencing +24%[5] yearly sales value growth and the cider category at +38%[6] growth, with this level of increase expected to continue.

 “As more shoppers introduce alcohol-free beer and cider to their repertoire, the Say Yes campaign by HEINEKEN UK and Twelve will accelerate this trend by inspiring new occasions to enjoy, while combating outdated pre-conceptions once associated with the category.”

Elaine Hindal, Chief Executive, Drinkaware, said: “Reducing weekly drinking by having more drink-free days can help to reduce the risk of illnesses associated with alcohol. Drinkaware is therefore pleased to support the ‘Say Yes’ campaign, which encourages people to drink low and no-alcohol alternatives.

“Young people are increasingly looking for healthier options for occasions, so it is encouraging to see drinks producers are catering for this interest.”

[1] IPSOS RESEARCH All LAD consumers in the UK: n=424, 0.0 drinkers: n=186

[2] Nielsen Total Coverage Value Sales Data at 23.03.19

[3] Nielsen & CGA Data; Rolling MAT, YOY Comparison from June 2018, Low & No Segment UK

[4] Nielsen Total Coverage Sales value Data at 23.03.19

[5] Nielsen Total Coverage Sales value Data at 23.03.19

[6] Nielsen Total Coverage Sales value Data at 23.03.19