April 3 2018  |  Spirits & Tobacco

Heineken introduces new premium beer innovations across the Americas

By Mary Jane Pittilla



Heineken Global Duty Free has expanded its premium Americas portfolio with a new Heineken 0.0% non-alcoholic lager. The product is brewed for a distinct balanced taste, and contains only 69 calories per 33cl bottle.

Using natural ingredients, Heineken 0.0% is double-brewed while the alcohol is removed and blended with natural flavors. The beer has refreshing fruity notes and soft malty body.

In other news, buoyed by strong double-digit growth across all regions, Heineken’s duty free team is increasing its emphasis on Sol premium Mexican beer at border stores across the Americas markets.

Sol is an internationally popular brand with a strong, contemporary design, an icon of Mexico’s independent spirit ‘Espiritu Libre’ since its launch in 1899, the company said.

The travel retail team is also promoting Lagunitas craft beers. Last year, Heineken acquired the remaining stake in Lagunitas, the fourth largest craft brewery in the US, with over 20 beers across several styles.


And, following the majority-holding acquisition of Red Stripe beer in late 2015, Heineken has begun to develop a stronger global presence for the brand, including global duty free channels.


Red Stripe, the original beer from Jamaica, was established in 1928 and has won 11 gold awards for quality and taste.

Ernesto Milan, Global Account Manager, Americas Borders, Heineken Global Duty Free, said he was excited about the year ahead. “We have plenty of year-round excitement to bring to the Americas in 2018, with a strong portfolio of premium and craft brands to satisfy all beer drinking occasions.


Ernesto Milan, Global Account Manager, Americas Borders, Heineken Global Duty Free

“New craft brands such as Lagunitas bring opportunities for growth in this exciting sector, and the incredible innovation and taste from our flagship brand with Heineken 0.0 fills a strategic gap in the market where consumer demand for great-tasting, alcohol-free drinks is in strong growth.”

On a sporty note, he added: “With this being an especially strong year for football fans, we’re dialing up our sponsorship of UEFA Champions League with a motivating gwp that we’re sure will drive sales, especially at border stores.”

Throughout April and May, shoppers in Americas duty free stores buying Heineken will receive a pack of three Heineken Star glasses to add to their drinking experience.

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