Heineken 0.0, the world’s #1 non-alcoholic lager, will go on sale nationwide in Japan on 16 October 2023. The launch means Heineken 0.0 has been brought to 110 markets worldwide since its launch in 2017.

The Heineken 0.0 Japan launch campaign will include TV commercials, digital and in-store promotional activities and retail promotions. In addition, Heineken Japan plans to take full advantage of Heineken’s partnership with Formula 1 to pre-launch Heineken 0.0 at the Japanese Grand Prix. 

The race will be held at the Suzuka Circuit starting 22 September 2023, where F1 World Champion Max Verstappen continues to serve as the global ambassador for Heineken 0.0 and features in the most recent ‘When You Drive Never Drink’ advertising campaign. The large-scale campaign for Heineken 0.0, as well as the excitement of the race, embodies the key message of the product: “Non-alcoholic beverages you can proudly Cheers.”

From 16 October 2023, Heineken 0.0 will be available at restaurants and retail stores in Tokyo and other major cities in 330mL sleek cans and 330mL bottles will be available.

Tony Wheeler, HEINEKEN Japan President, said, “Heineken® 0.0 offers Japanese consumers new options for a variety of drinking occasions. it will also be in line with recent cultural trends such as responsible drinking and balanced, healthy lifestyles.”

Willem van Waesberghe, HEINEKEN Global Master Brewer, commented, “It’s easy to just remove the 5% or so of alcohol in Heineken®, but that doesn’t give you the best taste. Heineken 0.0 is brewed from scratch, using Heineken’s more than 150 years of brewing experience and technology, and boasts a perfectly balanced flavour, a refreshing fruity aroma, and a soft malty body.”