PETALING JAYA: HEINEKEN MALAYSIA BHD has launched its non-alcoholic malt beverage Heineken 0.0, in line with growing consumer trends centred around health-conscious consumers.
Heineken Malaysia managing director Roland Bala said he was confident that the new Heineken 0.0 could scale in Malaysia, given its good reception in the 39 markets.
In 2018, an estimated 800,000 hectolitres or 80 million litres of Heineken 0.0 were sold.
“We are selective of the innovations that are relevant to Malaysia and believe that Heineken 0.0 is primed for success.
“We are introducing Heineken 0.0 to give our consumers a new option, so that they can stay in control while having fun, and we look forward to the support of Malaysian consumers,” he told reporters at the launch here yesterday, .
Heineken 0.0 marks a historical milestone for the group and an important addition to its portfolio as it strengthens the brand’s innovation.
The non-alcoholic malt beverage made its debut in Asia last year, launching in Singapore and followed by Thailand earlier this year.
Imported from the Netherlands, a new pack size for the brand will be introduced in a 250ml bottle.
Heineken 0.0 is double-brewed with 100% natural ingredients and goes through a sophisticated de-alcoholisation process.
The recommended retail price is RM8.40 per bottle, while the recommended price in bars is RM14 per bottle.
There is no alcohol excise duty on Heineken 0.0 although the import duty is 20%, based on the value of goods under the Customs category of non-alcoholic beer.
Heineken 0.0 will be available nationwide in bars, restaurants and stores in July, as well as on Heineken Malaysia’s e-commerce site Drinkies.
Supporting the launch of Heineken 0.0 is a global campaign called #NowYouCan, showcasing the new occasions and moments that Heineken 0.0 fits in – be it in the boardroom, at lunch or after a workout.
The beverage will continue to focus on Heineken Malaysia’s existing target market, who are non-Muslims and consumers above the age of 21.
Heineken’s shares rose 64 sen yesterday to close at RM24.