Heineken has rolled out a new functional alcohol-free beer brand in the UK.
Called Outdoor Brewing, the brand would “bridge the gap between traditional low & no beer, and functional soft drinks”, Heineken UK said.
Two flavours – Original Hydration Lager and Hydration Lemon Lager – have landed on Ocado, in Waitrose and in David Lloyd gyms (rsp: £2/330ml).
Both are 0.0% abv, gluten-free and contain vitamin C and magnesium to “support electrolyte balance and immune system function”.
They were “built for the active consumer who wants to enjoy regular exercise and movement without compromising on social time with friends and family,” HUK added.
“Consumers are actively redefining alcohol occasions and are seeking functional benefits, such as hydration, in their beverages,” said Katie Park, head of beyond beer at HUK. “Outdoor offers a new choice for health-centric shoppers who are leading a conscious and active lifestyle, and we are pleased to be leading this category expansion by responding to changing shopper demands.
“Focus on health and wellbeing is an evolving way of life, and with new occasions emerging, such as run clubs, sauna socials and fitness groups, retailers can connect sociability and functionality by stocking Outdoor in their stores and targeting those who are seeking an alternative option.”
Shauna Clark Fitzpatrick, beer and cider buyer at Ocado, added: “It has been incredibly exciting to launch such an innovative product like Outdoor Brewing at Ocado.
“We knew there was real appetite for something different in this space, the consumer response to Outdoor has already surpassed expectations. We’re excited to build on this momentum as we look toward what’s next.”
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