Heineken 0.0 Ultimate Heads to Retail

Heineken has expanded its offerings in the non-alcoholic beer category with the launch of Heineken 0.0 Ultimate, which has zero calories.

This follows the recent debut of Heineken 0.0 Cold Pressed Lime and Nectarine Juniper.

Driven by younger, health-conscious consumers and “sober curious” trends, interest in zero and lower calorie drink offerings is accelerating. According to a Brewers Association study, the non-alcoholic beer category has surged in recent years, with U.S. sales rising 159% and volume growing 111% between 2021 and 2025, now accounting for 2.5% of total beer volume.

“We pioneered the U.S. non-alcoholic beer category with the launch of Heineken 0.0 in 2019 and are continuing to grow and invest with our newest innovations. With over 13 million cases sold, Heineken 0.0 proves that offering more choices empowers everyone to elevate their social experiences on their own terms,” said Maggie Timoney, CEO of Heineken USA. “Now, we’re raising the bar again. Heineken 0.0 Ultimate is our answer for the consumer who wants even more choice: world-class taste, zero alcohol, zero sugar, and zero calories, so you never have to compromise.”

Heineken 0.0 Ultimate has fruity notes, with a subtle malty body, all without alcohol, calories and sugar, according to the company. It’s double-brewed to remove alcohol.

After piloting the brew in 2025, Heineken 0.0 Ultimate rolls out in select states including NY, DE, RI, PA, NH, CT, ME, MD, TX, FL, LA, OK, WA, OR and VT.

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