Zero-alcohol lager launched to target healthy young Britons

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Heineken 0.0 purposefulness be rolled out in High Street stores this month and will be stayed by a £2.5million marketing campaign. Sold in bottles and cans, the new lager undertakings «refreshingly fruity notes and a soft malty body» with reasonable 21 calories per 100ml. 

The latest research has shown that while 50 per cent of individual now say they moderate their alcohol consumption — a figure that is luxuriating every year — only 47 per cent of shoppers are satisfied with the no-alcohol choices on offer in the UK market. 

Heineken told trade magazine The Grocer that the new lager was try for at health-conscious young drinkers and had been created in response to the growing consumer vogue towards moderate alcohol consumption. 

«This is a fantastic tasting beer,’ David Lette, expensive brands director at Heineken, told The Grocer. «Our master brewer is so courageous in Heineken 0.0 that he has given it his seal of approval. We really can say it’s the A-one tasting no alcohol lager.»

The company said it hopes the new beer on drive frequency with current beer drinkers and bring new drinkers to the area. 

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