Fierce Mild launches campaign to challenge Heineken 0.0 in Ireland

Irish brewery Fierce Mild has launched a new non-alcoholic product, Lively Lager, alongside a marketing campaign titled ‘Ask for the Irish One’. The initiative aims to challenge the market dominance of Heineken 0.0, which holds a 43.2% share of Ireland’s non-alcoholic beer market.

To combat the high brand awareness of Heineken 0.0—reported at 91% compared to Fierce Mild’s 4%—the Co. Louth-based brewer is utilizing guerrilla marketing tactics. This includes a mobile billboard touring high-profile locations in Dublin, such as Burgh Quay, positioned near prominent Heineken advertising.

Co-founder Fergal Carroll stated the campaign encourages consumers to move away from simply ordering ‘a non-alc’ and instead specify a preferred brand. The campaign arrives as the Irish non-alcoholic beer sector experiences rapid growth, with sales increasing by 25% in 2024.