Heineken Ireland has launched a new non-alcoholic lager: Heineken 0.0%.

According to the drinks giant, the launch of Heineken 0.0% comes as a response to Irish consumers’ needs and demands, driven by the global and local cultural trend of living a balanced lifestyle.

Heineken added that the new drink empowers those who can’t or don’t want to drink alcohol to be involved in every beer and non-beer moment without compromising on quality or taste.

Currently, the number-one reason Irish consumers choose not to go alcohol-free on a night out is for fear of being seen as unsociable or not good fun, and abstaining from alcohol completely is their primary moderating behaviour.

Radina Shkutova, marketing director at Heineken Ireland, said: “Heineken has seen strong growth within the low- and no-alcohol segment and expects this to continue, driven by the global cultural trend of living a balanced, healthy lifestyle.”

Willem van Waesberghe (pictured), global craft and brew master at Heineken, said: “Heineken 0.0% is double-brewed; we then remove the alcohol and blend with natural flavours, allowing Irish beer lovers to enjoy a world-class tasting alternative on any occasion without compromising on quality.”