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Heineken targets global leadership with new zero alcohol beer

Reuters  |  BRUSSELS 

BRUSSELS (Reuters) - Dutch brewer Heineken has launched a non-alcoholic version of its namesake beer with the aim of becoming the global leader in a part of the market growing faster than the average.The world's second largest beer maker launched "Heineken 0.0" at the Spanish Grand Prix in Barcelona and will sell it in 17 markets, across Europe and also Russia and Israel, unlike rivals which have non-alcoholic beers for individual markets.Heineken is hoping to tap into what it believes is an increasing desire among consumers for beer that will not get them drunk. The European market for zero ...

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