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Heineken is releasing the first alcohol-free draught beer on a mass scale in the U.K. just in time for Dry January.

Dec 08 2021

Heineken is releasing the first alcohol-free draught beer on a mass scale in the U.K. just in time for Dry January. While interest in alcohol-free beer has grown over the past few years, brewers have struggled to create a non-alcoholic beer that can be served from a keg. Now, after five years of research, Heineken says it has cracked the code, giving sober-curious young consumers more yummy, booze-free drinking options. YPulse’s new WE nightlife and drinking research found that after a surge of drinking at the start of the pandemic, young Europeans are looking to cut back, indicating a sobriety shift comeback. Meanwhile, sales of low- and no-alcohol drinks are expected to rise by 22% from 2019 to 2024 in the U.K., underscoring the growing market for moderation. (The Sunday Times)