Heineken launches Heineken 0.0 Ultimate non-alcoholic beer
Heineken introduces a zero-calorie, sugar-free non-alcoholic beer as demand rises among health-conscious and sober-curious consumers across the US and Europe.
EU – Heineken has launched a new sugar- and calorie-free non-alcoholic beer, Heineken 0.0 Ultimate, across North America and Europe, expanding its portfolio in the fast-growing low- and no-alcohol segment.
The launch follows a pilot rollout in Massachusetts and New Jersey in the United States last year, as the brewer tested consumer response to the product.
Speaking on the launch, Maggie Timoney, CEO of Heineken USA, said the company is continuing to invest in innovation within the non-alcoholic category.
“We pioneered the US non-alcoholic beer category with the launch of Heineken 0.0 in 2019 and are continuing to grow and invest with our newest innovations,” she said.
“Now, we’re raising the bar again. Heineken 0.0 Ultimate is our answer for the consumer who wants even more choice: world-class taste, zero alcohol, zero sugar, and zero calories, so you never have to compromise.”
According to the company, Heineken 0.0 Ultimate features soft fruity notes with a delicate malty body and is produced through a double-brewing process to remove alcohol. Heineken said the product is the first zero-calorie non-alcoholic beer available in the United States.
Data from the Brewers Association highlights the rapid growth of the category, with US sales of non-alcoholic beer rising by 159% and volume increasing by 111% between 2021 and 2025. The segment now accounts for 2.5% of total beer volume.
“Driven by younger, health-conscious consumers and ‘sober curious’ trends, interest in zero and lower calorie drink offerings is accelerating. With its zero-calorie and zero-sugar proposition, Heineken 0.0 Ultimate meets this modern need with a premium, great-tasting non-alcoholic brew designed for today’s social occasions,” the company said.
The product will be priced in line with Heineken in the US and is currently available in off-premise locations in select cities. It has also secured listings with national retailers, including Walmart and Publix, where it is expected to roll out from next month.
Heineken said broader distribution plans will follow as demand grows.
“As with all our innovations, our ambition is to make Heineken 0.0 Ultimate widely available over time, guided by consumer demand and market readiness,” the company said.
The launch builds on the brewer’s broader performance in the segment. In 2025, Heineken reported low-single-digit growth in its low- and no-alcohol portfolio, with double-digit gains recorded in multiple markets, including the US, Spain and Canada.
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