Soon to hit the market in the country is a new product that was launched yesterday by South Pacific (SP) Brewery dubbed the Heineken 0.0 (zero, zero). SP Managing Director Mr. Ed Weggemans, said this new product is a non- alcoholic beverage, meaning it has zero alcohol percentage in it. “Today South Pacific Brewery is launching Heineken 0.0. It is a malt lager, its real beer with no alcohol,” said the Managing Director. Mr. Weggemans said the product has had huge successes in all markets where it was launched before and fulfilled a consumer need that is driven by great innovation and brewery techniques. He said SP expects to replicate this success here in the Papua New Guinea (PNG) market. The distribution of this new product in PNG is also part of SP Brewery’s bold move to address issues affecting the society, such as promoting responsible consumption and choices, addressing harmful use of alcoholic products, and promoting moderate consumption of alcohol. “The non-alcohol beer segment is non- existent in Papua New Guinea, our ambition is to link the category development here with a premium proposition from a brand that consumers are proud to be seen with,” said Mr. Weggemans. “We take our responsibility extremely seriously and although Heineken 0.0 does not contain alcohol, we do not target consumers below the legal drinking age.” SP Brewery now joins 59 other Heineken operating companies who have introduced this zero-alcohol product in the markets. The Heineken 0.0 will soon be distributed to shops, bars, and restaurants in both Lae and Port Moresby cities. [caption id="attachment_14342" align="aligncenter" width="707"] Pictured: L to R, Sergey Penchev is SP Brewery's Marketing Manager posing with Mr Ed Weggemans, the Managing Director. [/caption]