Heineken brewing up big marketing push for non-alcoholic beer
September 29, 2021
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.
Recent News
Tesla Lays Off Over 10% of Workforce
Tesla announced significant layoffs on Sunday night, affecting over 10% of its global workforce. Some employees discovered they were laid off when their badges failed to grant them access to company facilities.
Rising Inflation Concerns Rattle Markets and Policymakers
Inflation is on the rise, catching many by surprise as prices climb stubbornly higher. Markets, investors, and economists alike are grappling with the unexpected inflation pressures that have marked the start of 2024.
Mercedes-Benz Unveils Upgraded 2025 EQS Electric Sedan
Mercedes-Benz has announced significant upgrades to its EQS electric sedan for the 2025 model year.
Momofuko Will No Longer Enforce Chile Crunch Trademark After Small Business Blowback
The restauranteur has backed down from enforcing his Chile Crunch trademark.