Marketing Update 6.docx - Marketing Update 6 To Mark Siders Ph D From Lawrence Garrard Subject(New Product Date The article introduces alcohol-free

Marketing Update 6.docx - Marketing Update 6 To Mark Siders...

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Marketing Update 6 To: Mark Siders Ph. D. From: Lawrence Garrard Subject: (New Product) Date: 2/18/19 The article introduces alcohol-free Heineken in the United States (New Product) Heineken 0.0 was recently introduced into the United States market. Heineken 0.0 is an alcohol- free malt beverage brewed using only natural ingredients. Heineken 0.0 only has 69 calories per bottle. Average alcoholic beers contain 110 -140 calories a bottle. Heineken 0.0 is a beer brewed from scratch not regular Heineken with the alcohol simply removed. Willem van Waesberghe called Heineken 0.0 “the most challenging brewing process of his career.” The initial launch of Heineken 0.0 was in the Netherlands in May 2017 after two years of development. Heineken 0.0 quickly expanded to 16 markets across Europe. The Heineken brand reported a 7% increase in market share in summer 2017. Heineken attributed this growth
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  • Spring '14
  • CharlesW.Jaeger
  • Alcoholic beverage, Brewing, alcohol-free Heineken

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