Investing in the Future: The Case of Heineken Zero

Investing in the non-alcoholic beer market with Heineken Zero was a strategic decision to capitalize on the macro consumer trend of health, wellness, and moderation. Despite the underdeveloped non-alcoholic beer market in the US, the company invested $50 million annually to launch Heineken Zero, focusing on category development and destigmatization. By making moderation trendy, the company has unlocked a significant revenue and volume driver for its business, ensuring a sustainable and profitable future by staying consumer-centric and forward-thinking.