07 Mar 2026
Heineken has expanded its 0.0 lineup with two new flavors, Cold Pressed Lime and Nectarine Juniper, now rolling out across California, Texas, and Florida. The flavored NA subsegment is growing at twice the rate of the broader NA category, and HEINEKEN USA CEO Maggie Timoney made clear this isn't a casual experiment:
When we introduced Heineken 0.0, we proved that 'alcohol-free' and 'great taste' can go hand in hand. Innovation is in our DNA and we see flavors as the next chapter of growth.
One in three NA shoppers say taste variety is their top reason to buy, and Heineken is paying close attention.