HEINEKEN Romania launches Amstel 0.0% non-alcoholic beer

HEINEKEN Romania has expanded its non-alcoholic portfolio with the launch of Amstel 0.0% in the local market. This new addition joins existing non-alcoholic offerings such as Heineken 0.0, Birra Moretti 0.0, and Ciuc Radler varieties.

The launch follows significant growth in the non-alcoholic beer segment. According to data from the Romanian Brewers Association for 2025, the category grew by 10% compared to the previous year, accounting for approximately 7% of the total beer market. Furthermore, demand for 0.0% beers increased by 15% in 2024.

Cristina Radu, Marketing Director of HEINEKEN Romania, stated that the new product allows the company to better respond to diverse consumer preferences and social occasions. The expansion also aligns with HEINEKEN’s global 'Brew a Better World 2030' sustainability strategy, which focuses on promoting responsible consumption.