Episode summary
Heineken Makes Long-Term Bet on Non-Alcoholic Beer | Bloomberg Businessweek
Bloomberg Businessweek Daily
· · 8 min · Hosts: Carol Massar, Tim Stenovec · Guests: Maggie Timoney
Summary
Heineken is leaning harder into non-alcoholic beer as U.S. drinking trends soften, with Maggie Timoney arguing that Heineken 0.0 gives consumers a choice between alcohol and moderation. She said the brand has spent years perfecting the product and that it is now the company’s number one zero-alcohol brand globally and number one by value in the United States. Timoney also framed the category as still early in the U.S., but growing from a small base as more consumers mix alcoholic and non-alcoholic drinks in what she called “zebra striping.”
The company is using the US Open as a major marketing platform to push that message. Heineken has partnered with the USTA for 34 years, and Timoney said the tournament gives the brand a chance to reach huge crowds with sampling and limited-edition cans tied to Serena Williams. Heineken also named Williams its first global ambassador for Heineken 0.0, using her six US Open titles as part of the campaign.
Timoney said Heineken 0.0 sales rose 86% from 2023 through 2025, though she emphasized the category is still only 1.5% of total beer in the U.S. She said Heineken sees the non-alcoholic segment eventually reaching about 3% of total beer, but not 10%.
Key takeaways
- Maggie Timoney said Heineken 0.0 is now the company’s number one zero-alcohol brand globally and number one by value in the United States.
- Timoney said Heineken 0.0 sales rose 86% from 2023 through 2025, though from a small base.
- She said the U.S. non-alcoholic beer market has grown to 1.5% of total beer from 0.4% when Heineken 0.0 launched.
- Timoney expects the U.S. non-alcoholic beer category to reach about 3% of total beer, but not 10%.
- Heineken is using its 34-year USTA partnership and Serena Williams as part of a push to make Heineken 0.0 feel like an iconic US Open experience.
Notable quotes
“the answer, it seems, is really lean into non-alcoholic beer”
“this is the third year in a row that we have now had Heineken 00 at the heart of our partnership with the USA”
“when we launched Hinekin 00 we were the the non-alc beer was4% of the market. We exploded that and now it's 1.5% of total beer”
“we see it getting to about 3% of total beer”
How the episode opens
Bloomberg Audio Studios podcasts, radio news.
You're listening to Bloomberg Business Week with Carol Masser and Tim Stenc on Bloomberg Radio. Some good news and bad news for the makers of alcoholic beverages. The bad news is that US consumption of alcoholic beverages is at historic lows right now.
The good news though is that appears to have stabilized. This according to a Gallup poll released Matt last month. We've seen the way that lower drinking rates have led to falling sales and stock market declines in recent years for companies including Brown Foreman, Molson Kors, and Boston beer.
The question, Molly, is what is the US CEO of one of the largest beer companies in the world to do. And the answer, it seems, is really lean into non-alcoholic beer.
That's right, Tim. That's why we've got right here with us Maggie Timny. She is the president and CEO of Kineken USA. Maggie, thanks so much for joining us. — Thank you for having me. So, welcome back. — Yes. — How many US Opens have you been to now?
Oh, a a lot. — A lot. — But not enough because it's such a fabulous New York experience and a global event. — It's never enough. Yeah. We were counting. We were keeping track of ours yesterday, but we don't want to date ourselves.
No, not at all. It does seem like uh Heineken has been a staple of the US Open. I mean, for 30 years at this point.
Uh but the last few years, something different has happened from a marketing perspective. I've noticed it and you're you're talking about it today and we have the beer in front of us. It's the it's the leaning into the 00.
So talk to us a little bit about the the opportunity there that you see and also what you've been able to accomplish so far.
From the episode’s captions: roughly the first two minutes, lightly cleaned. Keep watching on YouTube →
Topics
- non-alcoholic beer
- heineken long-term strategy
- usta partnership
- serena williams ambassador
- sports sponsorship
Companies and tickers mentioned
- HEINY
- Heineken
Watch the episode
Watch “Heineken Makes Long-Term Bet on Non-Alcoholic Beer | Bloomberg Businessweek” on YouTube
Summary, takeaways and quote selection by Octagon. Quotes are short excerpts; the full conversation is in the episode.
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