Heineken expands alcohol-free draught in European bars

Heineken has installed its 10,000th Heineken 0.0 draught tap in Europe, a milestone that reflects growing demand for alcohol-free beer in bars and restaurants across major markets including the Netherlands, UK, Spain, Ireland and France.

The rollout has accelerated in 2025, with an average of 14 new outlets adding a 0.0 tap each day. The expansion highlights how alcohol-free beer is becoming a mainstream choice in social settings from pubs to sporting venues.

Michael Gillane, Regional Global Brands Director Europe, Heineken: "Reaching 10,000 outlets with Heineken 0.0 on Draught proves that alcohol-free beer has truly entered the mainstream. With 0.0 draught sitting front and centre alongside other beer taps, and more and more widely available in bars and restaurants, the notion that you’re ordering something different when opting for an alcohol free is a thing of the past."

In the Netherlands, alcohol-free draught consumption is rising by 25 percent annually. A Nielsen study commissioned by Heineken found that one in four sports fans now chooses alcohol-free options while watching games, showing how quickly these beverages are being integrated into everyday social occasions.

Heineken has developed three draught systems to support outlets of different sizes, ranging from an 8-litre solution for smaller venues to a high-capacity system for large bars. The systems are designed to ensure quality while providing customers with the same freshly poured pint experience as traditional beer.

Jules Macken, Global Innovation Director, Heineken: "Our commitment to technological advancement led us to develop a true 0.0 beer on draught, ensuring zero alcohol formation in the line. By offering Heineken 0.0 on different systems, we’re able to serve the unique needs of outlets of every size."

Launched in 2018, Heineken 0.0 draught followed the bottled version by one year. The brand now holds an 18 percent global share of the non-alcoholic beer segment, positioning it at the forefront of a category shaped by rising interest in moderation and consumer choice.

www.theheinekencompany.com

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