Non-alcoholic beer is officially trend, y’all. As of two weeks ago, Heineken jumped on the bandwagon, releasing a non-alcoholic version of their signature product at the Spanish Grand Prix. While we obviously support the pairing of driving and sobriety, we wanted to take a closer look at the new launch.

Why would Heineken do this now?

As with everything corporate, economics. From 2010-2015, the overall beer market shrunk in Europe, while the non-alcoholic beer market grew by about 5% each year. Non-alcoholic beer is also taxed at lower rates, giving producers higher profit margins. The competition (aka AB InBev, which produces over 1/4 of the world’s beer) is already on board with the idea as well. Their stated goal is to have 20% of their product classed as low- or no-alcohol by 2025.

Sounds like it checks out. Why isn’t everyone jumping on this?

Non-alcoholic beer has historically had a bit of a problem with, well, tasting absolutely disgusting. In short, getting rid of the alcohol comes with serious gustatory risks. Heineken 0.0 is no exception. While the producers feel they’ve come close to their signature beer’s taste, it’s actually a blend of two completely different brews.

Heineken 0.0 is set to launch in 14 markets throughout Europe, as well as Russia and Israel.

Intend to keep selling alcoholic beer despite this trend? We can help with your TABC permit renewals, in addition to new licenses. Just leave it to us, and we’ll make sure everything gets done properly and on time!

SOURCE: Business World.