Heineken launches lower-calorie gluten-free beer in Brazil
Heineken is expanding its functional beer portfolio in Brazil with the launch of a lower-calorie, gluten-free beer targeting consumers seeking balanced lifestyle choices.
BRAZIL – Heineken is set to launch a lower-calorie, gluten-free beer in Brazil as the brewer expands its portfolio of products aimed at consumers seeking moderation, balance and wellness-focused beverage options.
The company announced that Heineken Ultimate will begin rolling out this month in São Paulo and Minas Gerais before expanding to Rio de Janeiro and Espírito Santo in July, followed by a nationwide launch across Brazil.
According to Heineken, the new beer contains 97 calories, 30% fewer calories than regular Heineken and a lower alcohol content. The launch forms part of the brewer’s broader strategy to diversify its product range in Brazil’s growing premium beer segment.
Jules Macken said the new product was developed after listening closely to evolving consumer preferences.
“Launching first in Brazil, this exciting innovation came from listening to consumers, understanding the challenges they face in balancing their social lives and their well-being goals, and once more demonstrating Heineken’s pioneering nature and commitment to low-no beer,” Macken said.
The launch adds to Heineken’s existing portfolio in Brazil, which already includes products such as Heineken 0.0, Amstel Ultra, Praya Lager and Sol Gluten Free, introduced last year.
The Brazilian launch also marks the second global expansion under the Heineken Ultimate line. Earlier this year, the brewer introduced Heineken 0.0 Ultimate in the United States and Poland, offering a zero-alcohol, zero-calorie and zero-sugar beer option.
Mauricio Giamellaro said Brazil remains a strategic market for the company’s global innovation plans.
“More than launching a new product, we are expanding the range of choices within the category. The fact that Brazil is the first market to receive this innovation reinforces the country’s strategic relevance for the brand globally,” Giamellaro said.
He added that the company currently has no plans to introduce the zero-alcohol Heineken 0.0 Ultimate product in Brazil.
Heineken has continued to strengthen its operations in Brazil despite challenging market conditions. In 2025, the brewer reported a low-single-digit decline in net revenue and a mid-single-digit drop in beer volumes in Brazil amid a contracting beer market. However, the company said it continued to gain meaningful volume and value market share.
The brewer has also maintained investments in the country, including the opening of a new brewery in Passos in southeastern Brazil last year. In December, Heineken announced plans to stop brewing operations at one of its facilities in northeastern Brazil.
Brazil remains one of Heineken’s key international markets, with the premium beer segment now accounting for approximately 25% of total beer volumes in the country.
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