KUALA LUMPUR, June 26 — Heineken Malaysia Bhd today launched their latest drink, Heineken 0.0. This malt beverage has 99% less alcohol than regular beer, making it practically non-alcoholic.
Its label has been turned from green to blue, differentiating it from those which are alcoholic. Heineken stated that it is responding to a growing cultural trend around moderate alcohol consumption and living a more balanced lifestyle.
This launch is part of a global campaign titled #NowYouCan. The campaign features moments such as in the boardroom, at lunch, after a workout or acting as the designated driver where Heineken 0.0 can now be consumed.
Heineken 0.0 is targeted at non-Muslims strictly aged 21 and above. It is fully imported from the Netherlands.