> ## Content Index
> Fetch the complete content index at: https://bevnews.net/llms.txt
> Use this file to discover other available public pages before exploring further.

# Heineken Spending $7 Million to Promote 0.0 on Super Bowl
- URL: https://bevnews.net/heineken-spending-7-million-to-promote-0-0-on-super-bowl/
- Published: 2023-02-08T22:07:35.000Z
- Updated: 2023-02-08T22:07:35.000Z
- Author: Joel Whitaker
- Tags: Non-alcoholic

With **Anheuser-Busch InBev** surrendering its exclusivity rights to the Super Bowl, Heineken's advertisement will be for **Heineken 0.0\.** To promote the non-alcohol brew, the brewer is spending $7 million. 

That's significant in that it shows the growth of the non-alc/low-alc segment, which is widely reported to be driven by younger drinkers. Does this mean they are giving up alcoholic beverages altogether? Some are, of course. But the non-alc/low-alc segment is also picking up some abstainers who now have an alternative to ordering soda or soft drinks. 

Equally important, we think, is a trend I've noticed among my daughters's friends. They tend to swap off between the alcohol version of a product and the non-alc/low-alc version. So they might have one or two beers (or sparkling wines, or whatever) and then switch off to a non-alc/low-alc version. 

Heineken's $7 million Super Bowl buy, we think, is a testament to that trend. And the more it is advertised, the more it becomes mainstream. In fact, non-alc/low-alc advertising may be one of the most effective responsibility messaging there is.