Heineken USA (HUSA) is giving away 1,000 31-packs of its non-alcoholic beer, Heineken 0.0, as part of a campaign to win beer-drinking occasions during “Dry January.”
“I did not take this job to lose,” Heineken USA CEO Maggie Timoney said near the close of the company’s national sales meeting with wholesalers in New York City last week. “We’re going to win and win together.”
In this week’s Last Call: Budweiser becomes the ‘official beer’ of the National Women’s Soccer League; California revises the definition of ‘beer’; A-B back away from its Asia Pacific IPO; Founders Announces the end of CBS; and more news.
In an effort to attract a growing number of drinkers who are moderating alcohol consumption, several beer companies are looking toward non-alcoholic brews as a way to boost sales and court the 30 percent of U.S. adults who don’t imbibe. Among major producers, both Heineken and Pabst have recently announced plans to roll out non-alc offerings nationwide in the first quarter of 2019. There’s also an emerging group of startups focused exclusively on crafting alcohol-free libations.
Midway through 2018, Lagunitas Brewing Company is the only top five U.S. craft beer brand gaining dollar share, according to CEO Maria Stipp. Speaking to Brewbound, Stipp shared the company’s results through the first half of 2018, noting that Lagunitas ranks fourth in dollar share (up 4 percent) and sixth in volume (up 5 percent) through July 14, according to data from market research firm Nielsen.
In the latest edition of Press Clips: Beer rationing begins in Europe; trademark infringement fights continue; Beavertown feels the fallout from selling a minority stake to Heineken; and more.