Heineken expands zero-alcohol push with Amstel 0.0 launch

Grupo Heineken launched Amstel 0.0 on Wednesday, September 30, expanding its portfolio of zero-alcohol beers to target consumption occasions beyond the premium segment. The pure malt, gluten-free beverage contains 59.5 calories per 350-milliliter can, according to Cecília Bottai, vice president of marketing for Grupo Heineken in Brazil.

The introduction aligns with the brewer's broader shift toward moderation. Heineken aims to expand its non-alcoholic and low-alcohol beverage volume by 25% by 2030. The company also intends to allocate 15% of the Heineken brand global media budget to zero-alcohol options, targeting an annual reach of 1 billion consumers worldwide, alongside dedicating 50% of its global sponsorship visibility to alcohol-free alternatives.

In Brazil, total non-alcoholic beer consumption volume is projected to reach 885 million liters in 2026. The category has shown strong momentum, with Heineken 0.0 recording 30% year-over-year sales growth in the country during the first quarter of 2026.

The push follows Heineken's rollout of its +Equilíbrio initiative in July 2026, which started across 150 stores in 10 Brazilian states to support balanced consumption. Across other light products in the brand family, Amstel Ultra offers 71 calories per serving.