WHITE PLAINS, N.Y. — Heineken USA has introduced its latest innovation, Heineken 0.0, an alcohol-free malt beverage with 69 calories per bottle. Heineken said its master brewers created the new zero-alcohol option using only natural ingredients.

The brand’s new global campaign platform, #NowYouCan, kicks off with a series of five TV and digital spots, including ‘Now You Can: Presentation’ as well as four additional spots launching throughout 2019, including ‘Now You Can: Backstage,’ ‘Now You Can: Parking,’ and ‘Now You Can: Gas Station.’ The company said each spot highlights the inclusiveness of Heineken 0.0 to different occasions, which might call for beer, but not for the alcohol.

“For the U.S., the time has come for an innovation that disrupts the category and offers a new take on how and when people enjoy beer,” said Jonnie Cahill, chief marketing officer of Heineken USA. “Heineken 0.0 brings an incredible beer taste to the non-alcoholic space and opens a world of opportunity for people to come together and enjoy a brew that expands drinking occasions — not limits them.”

Willem van Waesberghe, global craft and brew master at Heineken, stated: “Removing alcohol from regular 5% Heineken would have been easy, but it wouldn’t deliver the same premium beer taste that Heineken is known for. Heineken 0.0 is brewed from scratch and has a perfectly balanced taste with refreshing fruity notes and soft, malty finish.”

Heineken 0.0 is now available in more than 30 markets around the world in both on and off-trade retail channels nationwide in cans and bottles.