Papua New Guinea: Heineken 0.0 expands into supermarkets and stores
The Heineken brand is now expanding out of Papua New Guinea’s licenced alcohol shops and into supermarkets and stores with its recently launched non-alcoholic beer, The National reported on September 2.
Marketing manager Sergey Penchev said the company’s direction with this product was to empower consumer choice and option and to meet the health and wellness trend on the global market.
Penchev said South Pacific Brewery is joining 59 Heineken operating companies who have introduced Heineken 0.0 in their markets.
“Heineken 0.0 has been a huge success in all the markets where it was introduced by fulfilling a consumer need and we expect this to be replicated in PNG driven by great innovation on brewing technique and taste,” he said.
At the Port Moresby launch a day earlier, managing director Ed Weggemans said this was South Pacific Brewery’s move in addressing issues affecting communities in the country.
“Issues include promoting responsible consumption and choices, addressing harmful use of alcoholic products and make moderation cool,” he said.
“The alcohol-free beer segment is nonexistent in Papua New Guinea.
“Our ambition is to lead the category development here with a premium proposition from a brand that consumers are proud to be seen with.
“We take our responsibility extremely seriously and, although Heineken 0.0 does not contain alcohol, we do not target consumers below the legal drinking age.”
The firm confirmed that the product would be selling by the end of this week, starting with Port Moresby and Lae.
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