Heineken USA launched its Heineken 0.0 non-alcoholic beer in 2019 as the brewer went into “category creation mode,” according to Borja Manso Salinas, VP of marketing at Heineken USA. This year, the company plans to spend nearly half its marketing budget on 0.0. “The cake is still so small and the potential is so huge, that we are not too worried about the proportion of our piece. We’re worried about making the cake grow,” he said. Non-alcoholic beers represent about one percent of the U.S. market.