WHAT’S YOUR REVOLUTION?
Here you see a celebrity holding a bottle of beer, so what?
What you see in fact is a global icon proudly holding a 100% alcohol-free beer.
Think of it and be honest with yourself. What was your perception of alcohol-free beer just a few years ago? Surrounded by your friends in a trendy bar, would you have ordered an alcohol-free beer? Probably not, and this is because Brewers were treating the alcohol-free segment as a tactical sub-category, putting little effort behind product development and communication.
Until The Heineken Company decided to unleash the potential of the segment, spending years in defining the perfect brewing process that would deliver a great tasting non-alcoholic beer. But having such a product was not sufficient. The revolution came from the brand building process, Heineken 0.0 being portrayed in the repertoire as an absolutely unapologetic proposition. From now on anywhere anytime there’s a drinking occasion for Heineken 0.0 and it’s cool!
Having Max as an ambassador of Heineken 0.0 may look obvious, he his Dutch after all and it makes sense for a F1 driver to promote an alcohol-free beverage. Well, it’s not that simple. Back in time it took quite some courage to decide to re-create a non-appealing segment from scratch and to invest significant money to innovate and advocate responsible consumption. In the Trade across channels, in Media through the lines including global sponsorship platforms.
That was (one of) our revolutions.
A friendly call, while you’ll be watching the opening of the F1 season on Sunday, think of your respective business and ask yourself: ‘What’s my revolution?’