ITV has announced that Heineken 0.0 Draught will now be served and showcased in Coronation Street’s Rovers Return and Emmerdale’s Woolpack.
The deal, described by ITV as “ground-breaking”, intends to normalise the consumption of alcohol-free beer in Britain, with 11 million viewers tuning into the soap programmes every day.
From Friday 29 April Heineken 0.0 Draught will be on tap for landlords Jenny Connor and Charity Dingle to serve and will also feature alongside fictional beers like Newton & Ridley and Ephraim Monk.
The news follows the UK wide launch of the alcohol free beer last year, with Heineken also pledging to have as many 0.0 Draught taps in British pubs as there are Heineken original taps by 2025, as part of the beer brand’s “Always a Choice” promise.
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Heineken UK corporate affairs director, James Crampton, said: “In light of people’s evolving lifestyles and changes to their relationships with alcohol, we’ve done a lot to raise the profile of Low and No beer in recent years – this is the next phase.”
“Coronation Street and Emmerdale are British institutions and both shows have huge influence and cultural currency.”
“We are totally committed to bringing Low and No beer from the periphery into the mainstream.”
ITV managing director of continuing drama, John Whiston, said: “We all know that we need to be more aware of how much we drink.”
“This new non-alcoholic beer pump from Heineken will be a gentle reminder that there are great, modern, thirst-quenching alternatives to having one too many pints of Newton and Ridley.”
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