Background
Over recent years, alcohol consumption in Australia had declined by an average of 14.5%, and by up to 48% in some demographics (Nielsen). And every year, many Australians commit to consuming no alcohol for ‘Dry July’. This created a growing interest in low-alcohol and noalcohol beers.
Heineken wanted to drive awareness and sampling of their alcohol-free beer Heineken 0.0 in the lead up to Dry July 2020 but in response to the Covid crisis the government enforced the closure of bars and clubs.
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