Heineken expands its alcohol-free portfolio with Heineken 0.0 Ultimate, a zero alcohol, zero calorie and zero sugar beer.
Heineken has launched Heineken 0.0 Ultimate, a new alcohol-free beer containing zero alcohol, zero calories and zero sugar, as demand for healthier drinking options accelerates globally.
The product will debut in the US, the Netherlands and Poland, strengthening the brewer’s presence in the fast-growing non-alcoholic beer category. The launch builds on the global success of Heineken 0.0, which is now available in 117 countries.
Heineken says the new brew responds to growing consumer demand for drinks that align with health goals while still fitting into social occasions.
Last year, Heineken reported a significant shift in attitudes to alcohol consumption. Global research conducted across the UK, USA, Spain, Brazil and Japan found that 72 percent of consumers now feel they can simply say “no thanks” to alcohol without offering an excuse, highlighting a wider cultural move towards mindful drinking.
Interest in low and no-alcohol products continues to rise, with consumption of low- and no-alcohol drinks in the UK almost doubling since 2018, driven particularly by younger consumers and “sober curious” lifestyles.
The brewer describes Heineken 0.0 Ultimate as a premium alcohol-free option designed for modern social moments, from sporting activities to daytime gatherings, while offering a lower-calorie alternative to traditional beer.
Maggie Timoney, CEO of Heineken USA, said:
We pioneered the US non-alcoholic beer category with the launch of Heineken 0.0 in 2019 and are continuing to grow and invest with our newest innovations. With over thirteen million cases sold, Heineken 0.0 has proven that you can elevate your social experience without alcohol.
Now, we’re raising the bar again. Heineken 0.0 Ultimate is our answer for the consumer who wants even more choice: world-class taste, zero alcohol, zero sugar, and zero calories, so you never have to compromise.”
Heineken double-brews the beer before removing the alcohol, creating what the company describes as a fresh, balanced taste with a refined mouthfeel. The brewer says the product delivers the brand’s signature flavour while meeting rising consumer demand for healthier beverage options.
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A federal judge has ordered the release of 5-year-old Liam Conejo Ramos and his father from the South Texas Family Residential Center in Dilley, Texas, according to a ruling obtained by CNN.
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Liam and his father, Adrian, were taken by immigration agents from his snowy suburban Minneapolis driveway and sent 1,300 miles to a Texas detention facility designed to detain families. They have been detained for more than a week.
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The order specifies the preschooler and his father be released “as soon as practicable” and no later than Tuesday as their immigration case proceeds through the court system. The ruling, shared with CNN by the judge’s courtroom deputy, was first reported by the San Antonio Express-News.
“We are now working closely with our clients and their family to ensure a safe and timely reunion,” the family’s lawyers said in a Saturday statement. “We are pleased that the family will now be able to focus on being together and finding some peace after this traumatic ordeal.”
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Immigrants seeking asylum walk at the ICE South Texas Family Residential Center on Aug. 23, 2019, in Dilley, Texas.
READ: District judge’s scathing opinion ordering release of 5-year-old Liam Ramos and father
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In a scathing opinion, which at times read more like a civics lesson, US District Judge Fred Biery admonished “the government’s ignorance of an American historical document called the Declaration of Independence” and quoted Thomas Jefferson’s grievances against “a would-be authoritarian king,” saying today people “are hearing echos of that history.”
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Liam’s detention – and the striking photo of an agent clutching the boy’s Spider-Man backpack as he stared from under a cartoon bunny hat – fed mounting outrage over the Trump administration’s massive immigration crackdown in Minneapolis and renewed the question: What happens to children when their parents are abruptly taken by ICE?
In another diversion from the norms of judicial writing, the judge included the now famous image of Liam at the end of his opinion, under his signature, along with references to the Bible passages Matthew 19:14 and John 11:35.
Liam’s case, Biery wrote, originated in “the ill-conceived and incompetently-implemented government pursuit of daily deportation quotas, apparently even if it requires traumatizing children.”
“Observing human behavior confirms that for some among us, the perfidious lust for unbridled power and the imposition of cruelty in its quest know no bounds and are bereft of human decency,” wrote the judge. “And the rule of law be damned.”
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