Heineken is making your Dry January a little easier to swallow.
The back story: In case you haven’t heard the news, we’re in the midst of Dry January, when many Americans give up alcohol for a month as a healthy way to kick off the new year. Luckily for fans of the abstinence holiday, the giant Dutch beer brand Heineken HEINY, -0.60% now sells a nonalcoholic beer in the U.S., Heineken 0.0.
A report by beer website Brewbound also noted that in addition to Heineken, other brands are jumping on the alcohol-free bandwagon — most notably, the hipster favorite Pabst Blue Ribbon. And that’s to say nothing of the emergence of alcohol-free “spirits” or even the rise of the booze-free bar. What we think about it: In a world of full-flavored craft beers, we sometimes forget the appeal of Heineken, an easy-to-drink brew that delivers the right degree of crispness. That is pretty much true for the no-alcohol version, too. This is not a rock-your-world sip, but a simple and tasty one — the brand says it is characterized by “refreshing fruity notes and soft malty finish.”
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