Heineken expands zero alcohol beer portfolio with launch of Desperados Virgin 0.0%

NETHERLANDS – Dutch multinational brewing company Heineken has expanded its portfolio of zero alcohol beers with the global launch of Desperados Virgin 0.0%.

The global roll out follows a successful release of the Desperados alcohol-free alternative in France last year.

Desperados Virgin 0.0% is also coming to the market close to two year after the Dutch brewing company launched Heineken O.O as the first non-alcoholic beer bearing the company’s signature brand’s name

Desperados Virgin 0.0% will initially be available in the Netherlands and Poland this month, followed by Belgium in February before launching in additional markets throughout 2021.

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The launch comes at a time when health-conscious consumers are demanding more zero to low alcohol beers.

According to a research by MarketWatch, the global Non-Alcoholic Beer market size is projected to reach USD 4605.8 million by 2026, from USD 3768.6 million in 2020, at a CAGR of 3.4% during 2021 to 2026.

Apart from Heineken, other major beer companies including AB InBev and Diageo have also launched their non-alcoholic beers into the market.

Guiness 0.0 which was Diageo’s flagship non-alcoholic beer was however quickly recalled in November last year after concerns over microbiological contamination which could have made some cans of Guinness 0.0 unsafe to consumers.

Desparado notes that the new of Desperados Virgin 0.0% offers 100% taste of the original beer with 0% alcohol.

 The brand aims to unlock a new experience for the growing number of consumers who want a wider choice of alcohol-free alternatives.

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Diederik Vos, Desperados brand director, said: “Desperados is a brand defined by its boundary-pushing spirit and the launch of Desperados Virgin 0.0% is a major strategic next step on this exciting journey.

“With a growing number of drinkers seeking alcohol-free alternatives, we are delighted to expand Desperados into the low and no-alcohol drinks category to deliver a refreshing, new taste experience.”

Desperados Virgin 0.0% will join the brand’s wide portfolio including the original beer, as well as mojito, lime and ginger varieties.

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