Heineken - Latest News Update, Information, Photos & Videos on Heineken at Lokmat Times

A non-alcoholic malt drink is a high energy beverage, brewed in the same fashion as beer or ale. The beverage generally contains under 100 calories, compared to 300 of an average carbonated soft drink.Besides Heineken, Anheuser-Busch InBev has also entered this segment to target the vast untapped market of people, who refrain from consuming alcohol. Coca-Cola has forayed into the niche category in a big way with its global brand Barbican.In case of Coca-Cola, the entry aims at introduction of more healthy options in the F&B segment.The company launched a pilot project six months back to introduce the product which is tragetted towards the youth. "We introduced Barbican, a non-alcoholic malt-based beverages, in select Indian markets," a senior company official told .Similarly, it was consumer demand for no-alcohol brews that led United Breweries to launch Heineken 0.0 which caters to a segment of health-conscious, young adults."The product tastes like a beer with no alcohol. It is targeted at people, who want to drink a beer tasting product on non-alcoholic occasions, driving, in the office, after a game, in a restaurant with family. There are lots of occasions like these," Ramesh Viswanathan, Chief New Business Officer, United Breweries, told ."The product has only 21 cal per 100 ml unlike soft drinks which is 45-50 cal per 100ml. So less than half."This is the second non-alcoholic beverage in United Breweries' portfolio. Last year, the company launched Kingfisher Radler, a blend of lemon juice and imported barley malt.In July, Anheuser-Busch InBev launched Budweiser 0.0 in India, stating that it aims to make-up at least 20 per cent of global beer volume by 2025."Beer is a drink of moderation and as a leading brewer, we would like to offer our consumers choice," Ben Verhaert, President - South Asia, AB InBev, told ."Budweiser is the fastest growing premium brand in the country and the launch of Budweiser 0.0 will further enable the brand to be inclusive, as many people today either can not or choose not to consume alcohol."Notably, a majority of India's adult population is estimated to refrain from consuming alcohol.(Rohit Vaid can be contacted at rohit.v@.in)( With inputs from IANS )

Home

City

Latest News

Cricket

LT Premium

National

International

Maharashtra

Opinions

Chhatrapati Sambhajinagar

Nagpur

Entertainment

Photos

Business

Technology

Sports

Lifestyle

Social Viral

Lokmat Games

Health

Lok Sabha Election 2024

Heatwave In India

Mumbai Water Cut

Maharashtra Lok Sabha Election

IPL 2024

Salman Khan

HeinekenFOLLOW

Heineken, Latest News

Entertainment :US first-weekend earnings of 'No Time to Die' drop below market expectations

Los Angeles, Oct 10 The 25th James Bond film, "No Time to Die", opened with a first-weekend US ... ...

Entertainment :Guns, Girls, Booze - Part II: The other 'spirited' diversions of James Bond

New Delhi, Sep 30 For James Bond fans who have grown up seeing the super spy live the ... ...

Business :India Nightlife Convention & Awards (INCA) concludes its 5th Edition in Goa

The Fifth Edition of the India Nightlife Convention & Awards (INCA) 2021 was held at W Hotel, Goa on the 13th of March. INCA has been celebrating the nightlife and hospitality industry in India through insightful panel discussions encouraging an oppo ...

Politics :Deemed non-essential, Mexican breweries close down

Deemed as a non-essential, breweries across Mexico have decided to shut down operations amid the coronavirus pandemic. ...

Business :Beverage-makers rush to capture India's non-alcoholic malt drinks market

Seeing big opportunity in the country's non-alcoholic malt-drink market a niche but potentially a high-volume category global biggies such as Coca-Cola and Heineken have netered the beverage segment. ...