Heineken is capitalizing on the nonalcoholic beer and functional drinks markets with a launch that synthesizes the two into one.
Last week, Heineken UK unveiled Outdoor Brewing Co., an offshoot aimed squarely at run clubs, sauna socials, fitness groups and others within what the company describes as the “active lifestyle” segment. Stylized Outd0.0.r (a reference to its ABV of 0.0%), the beer contains a mix of electrolytes, vitamin C and magnesium, and is launching across the pond in Original Lager and Lemon varieties. Its isotonic recipe has a similar concentration of salt and sugar as the human body, allowing for rapid fluid absorption.
It marks Heineken’s first foray into functional brewing, a niche but fast-growing category spearheaded by competitors like Collider and High & Dry.
“Consumers are actively redefining alcohol occasions and are seeking functional benefits, such as hydration, in their beverages,” Katie Park, Head of Beyond Beer at Heineken UK, remarked in a news release. “Outd00r offers a new choice for health-centric shoppers who are leading a conscious and active lifestyle, and we are pleased to be leading this category expansion by responding to changing shopper demands.”
Though Outdoor won’t be labeled with Heineken branding, it’s part and parcel with the Dutch brewer’s larger aspirations over the past few years. Heineken 0.0 is one of the most popular and widely available NA beers on the market, and the company has doubled down on its success with spinoffs like 0.0 Ultimate, 0.0 Cold Pressed Lime and 0.0 Nectarine Juniper. The brand recently signed tennis champion Serena Williams as its brand ambassador and is gearing up for a string of A-list marketing campaigns in the months to come.
Outdoor Brewing is a different stab at a similar concept. Typically, functional drinks contain ingredients like lion’s mane, L-theanine, ashwagandha and cordyceps, so-called adaptogens that are purported to help manage physical, mental and emotional stress.
Outdoor omits the usual suspects, instead focusing on ingredients that aid with mineral recovery. Each can contains a mix of sea salt, magnesium gluconate and acerola juice powder, a combination that Heineken says will de-risk “the ‘beer-as-recovery’ narrative for mainstream consumers.”
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