Heineken and ITV are renewing their extensive product-placement deal for a further 18 months following the partnership’s runaway success since its launch in April last year.
As part of the new deal, Heineken’s zero alcohol proposition, Heineken 0.0 will remain on tap in Emmerdale’s Woolpack and Coronation Street’s Rover’s Return pubs.
When the partnership was first unveiled it marked a significant step in normalising non-alcoholic beer – with a combined weekly viewership of 11 million, both shows can help break down antiquated stigmas and encourage more Brits to take the low and non-alcoholic beer plunge.
“We’re absolutely thrilled with the success of the partnership, and to continue to make alcohol free beer more visible. We are totally committed to bringing no and low alcohol beer from the periphery into the mainstream – and the data shows that this partnership is having a real impact,” Heineken UK corporate affairs director, James Crampton said.
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“That collective mind-shift is happening. Emmerdale and Coronation Street have huge cultural currency – people are seeing their favourite characters order pints of 0.0 in the Rover’s Return and Woolpack and it’s helping make it permissible for them in their real lives.”
Currently the UK market leader in non-alcoholic beer with a 30% share, Heineken 0.0’s partnership with ITV has actively raised the profile of the entire category, with 75 per cent of Coronation Street viewers and 77 per cent of Emmerdale viewers agreeing that drinking low and no alcohol beer in pubs is becoming more and more normal.
ITV managing director of continuing drama, John Whiston added: “We’re delighted Heineken has renewed their partnership with the shows. It’s a great fit having their 0% lager in The Rovers and The Woolpack.
“As a responsible broadcaster it’s important to reflect the nation’s increasingly diverse drinking habits on screen and research reveals that showing Heineken 0.0 as a drink of choice for our characters, is helping to normalise and drive the uptake of alcohol-free lager. We look forward to Heineken remaining part of the ITV family for the next 18 months, helping our shows continue to make change on screen and off.”
