Heineken partners with Drink Aware and Tesco for the first time to encourage shoppers to have alcohol free days

Ahead of Alcohol Awareness Week, Heineken 0.0, Drink Aware and Tesco joined forces for the UK’s first in-store promotion of Drink Free Days.

The initiative, ran in 450 Tesco stores across the country from mid-November to early December, promoted Heineken 0.0 no-alcohol beer and Drink Free Days. There will be a combination of impactful signage in the beer aisle, displays on the digital advertising screens in more than 250 large format stores, and a banner on the Tesco online shopping website. The shelf edge at the point of sale will also display Heineken’s 0.0 strapline ‘Now You Can’, and the Drink Free Days logo prominently.

Simon Amor, HEINEKEN Sales Director said: “Bringing together Heineken 0.0 and Drink Free Days creates a powerful partnership which we believe will resonate with Tesco shoppers.

“We’re providing customers with a credible alternative to an alcoholic drink, with a great-tasting beer which is brewed using only natural ingredients. So that it has become even easier to take Drink Free Days.”

Rommel Moseley, Drinkaware Director of Business Development & Partnerships, said: “Drinkaware is delighted to see this spotlight on Drink Free Days. Since its launch in September, the campaign has proved popular with consumers who are interested in taking more days off from drinking as a way of reducing their health risks from alcohol.

“This partnership with one of the top beer brands in the UK, in the largest supermarket group, will help promote even greater awareness of Drink Free Days and encourage drinking in moderation ahead of the key Christmas period.”

Heineken 0.0 was launched in 2017 and is the UK’s fastest-growing brand in the alcohol-free sector. It’s brewed using only natural ingredients including Heineken’s own A yeast. It contains just 69 calories and is defined by its refreshingly fruity notes and soft malty body, which is perfectly balanced with a short aftertaste.

Since the launch of Drink Free Days in September, over 2 million people have visited the Drinkaware website, an uplift of more than a third on the corresponding period a year ago and more than 20,000 people have downloaded the Drinkaware’s Drink Free Days app.

To learn more about the ‘Now You Can’ campaign please visithttps://www.heineken.com/gb/heineken00/campaign

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