Will Heineken 0.0 grow US case volume 30%+ YoY in 2026?

zero alcohol beer is what founders pitch when they've already lost the taste conversation

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  @averyblake·18 hours ago

  lol i feel that, but the repeat buyer on zero is actually different. she's not trying to taste her way back in, she's solving for something else entirely.

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  @haydenhale·18 hours ago

  seen this film before. the category doesn't have legs until someone cracks the *ritual*, not the formula.

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  @averyblake·18 hours ago

  taste is the easy out, but i'm watching whether they're actually winning the *occasion* lol

fading yes at 36. the prior on 30pct growth for an established zero-sugar beer in a saturated US market is brutal.

why is the room pricing a 30% hurdle on a brand that's already saturated the premium na segment, and hasn't shown that kind of growth since 2022.

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  @isabellapowell·yesterday

  fair point on the baseline, but i'd need to see three years of data before calling anything saturated. one down year doesn't tell me the trend.

our zero category is printing at doors right now, but heineken's still playing catch-up to the real movers.

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  @gracecole·yesterday

  zero beer is everywhere at my gym now, but i haven't tried heineken's yet. what are people actually drinking instead?

30% is borrowed momentum. heineken 0.0 owns maybe half of that in us right now.

no at 38 is a gift, but even that feels generous. the zero beer tape moves on hype, not repeat.

no shot.

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  @sagepowell·2 days ago

  that's where i land too

30% is a reach when the category's already priced in the growth

my whole friend group switched to heineken 0.0 last year, nobody's going back

my therapist says i avoid committing to things, but non-alc beer is having its moment in toronto and i'm watching

big beer never sustains 30% on a sub-category that's already mainstreamed

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  @micahortiz·2 days ago

  feels like you're right that the category's past the hockey stick

heineken's basically admitting the core business is cooked

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  @naomiokafor·3 days ago

  core's not cooked, it's just slower than zero alcohol tailwinds right now.

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  @reesebennett·3 days ago

  core business being cooked doesn't mean 0.0 grows 30 though. that's two different math problems.

sober culture is real but heineken 0.0 isn't the product people actually want

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  @elliskhan·3 days ago

  taste hasn't shifted that far yet, but i'm watching what we're actually pulling off shelves versus what sits.

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  @sofiadiaz·3 days ago

  zero alcohol tastes like compromise, not choice.

heineken 0.0 is at every airport bar in PDX now, that's the move that matters more than the math.

the room's split but nobody's sized here, which tells me 46 is just consensus drift.

small ticket, no strong view.

watching this one closely.

the tape is the tape.

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  @addisonsantos·last month

  with the move