Heineken’s non-alcoholic beer will appear in two British soap operas as part of the beer company’s push to normalize 0% ABV drinks. YPulse research shows that 42% of young Europeans are planning to cut back on drinking this year as the sobriety shift takes hold in Western Europe. To reach this generation of moderation, booze brands have been creating low- and no-alcohol products, including Heineken’s 0.0 product, which became the first alcohol-free draught beer to be released on a mass scale across the U.K. earlier this year. Now, Heineken 0.0 Draught taps will be visible in two soap pubs—The Woolpack in Emmerdale and The Rovers Return in Coronation Street—as the brand continues to support sober-curious young Europeans. (Campaign Live)
