How a 150-Year-Old Brewery Pivoted to Non-Alcoholic Beer

The Pivot Podcast with Fexingo: How Businesses Change Direction and Survive Disruption · Jul 15, 2026 · 8m · transcript

When Heineken launched Heineken 0.0 in 2017, many in the industry scoffed. Non-alcoholic beer was a niche, bland product associated with recovering alcoholics and designated drivers. Seven years later, Heineken 0.0 accounts for nearly 10 percent of the brand's global volume and is growing at double-digit rates. Lucas and Luna break down the specific decisions that made this pivot work: the investment in a proprietary brewing process that removes alcohol after fermentation (preserving taste), the decision to target 'mindful drinking' rather than abstinence, and the distribution…