Heineken launches alcohol-free draught beer using Blade

Heineken 0.0 Blade

Heineken UK intends to help operators increase sales by launching a non-alcoholic draught beer to its Blade technology system.

According to 2018 CGA Strategy data, 93% of all beer in the UK is consumed on draught format and the average price of a pint of beer has risen by 42p over the last four years.

This information, coupled with the booming low and no-alcohol category, inspired Heineken to launch 0.0 on Blade.

Blade is a beer system that allows outlets to serve a freshly poured pint of draught beer, without the need for a cellar and traditional equipment. All that’s required to pour the perfect pint is a countertop and plug.

With a small A4 sized footprint, Blade can be quickly and easily set up, with no installation or maintenance costs incurred.

Following a four-month trial across 60 outlets, Heineken 0.0 on Blade saw a sales uplift of 20 pints per week, delivering a ROS increase of 6:1 versus packaged, demonstrating the increased demand for more mindful options.

Heineken 0.0 on Blade will be installed across 3,000 on-trade outlets nationwide this year.

Otto Esser, head of Blade at Heineken UK, said: “The ability to serve draught beer without requiring a cellar or lines has been a revolutionary step for the beer and cider category and one that we are proud to be leading.

“Building on Blade’s success, we are excited to be extending its range of beers to include Heineken 0.0. With the trend for moderation on the rise, there couldn’t be a better time to launch.”

Trialist Stuart Green, manager of The Cabbage Patch, London, added: “The industry is changing, there is a bigger demand for an alcohol-free beer and if we are all being honest previous products were pretty poor and garnered a negative perception from drinkers.

“When Heineken released Heineken 0.0 on Blade, we took it on as a trial and it has absolutely flown, the demand from the consumers has far exceeded our expectations.

“We are now selling 60-80 pints per week in addition to our existing packaged sales, of 1-3 cases per week. It’s a really good product, it drives better margin and it gives my customers a much better experience.”

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