Heineken is looking to kick off 2019 on a different foot this year—a non-alcoholic one.
The world’s second-largest beer maker is set to release its new line of beer called Heineken 0.0 in the U.S. in January.
The new beer will turn its iconic green labels blue to emphasis it’s alcohol-free, which is a color typically used in European nations to denote there is no booze.
Heineken has been testing out the no alcohol approach since 2017 and it has grown to more than 30 markets since.
The hope for the company is to capitalize on shifting consumer demand in recent years for more health-conscious drinks.
The company said the launch is aimed to transform those “non-beer moments” where customers crave a beer but don’t necessarily want the alcohol.
“If you look at the consumer trends globally, and even Ireland, moderation, health and wellness, are key trends,” Maggie Timoney, the new CEO of Heineken USA, said back in March.
This report was first posted on FoxBusiness.