61% of adults in Spain value "positively" the ability to find 0.0 alternatives in bars, a proportion that rises to 73% among the young population, according to the report 'The Future Role of Bars in Europe', prepared by Heineken N.V. and Edelman.
The document highlights that the current hospitality industry is forced to adapt to new consumption guidelines and an increasingly diverse audience, in which alcoholic drinks and alcohol-free references naturally coexist.
In this context, Spain has established itself as the leading European market for responsible consumption, concentrating 25% of all non-alcohol beer consumed on the continent, according to the 2025 annual report of Cerveceros de España. In addition, according to Nielsen (2026), the 0.0 category already accounts for 8.2% of the beer sold in the domestic market.
Grupo Heineken maintains its commitment to consumers who choose moderation, a segment that, for the company on a global scale, has recorded a 12% increase in volume during the first half of 2026.
Within this framework, Heineken España, which entered this segment in 1976 with the launch of Cruzcampo SIN, offers today 0.0 references in its four strategic brands: Heineken, El Águila, Amstel and Cruzcampo.
Among the most notable launches in its portfolio is Heineken 0.0, introduced in 2017 initially in Spain and currently present in 114 markets and available in a tap-barrel format in more than 4,500 bars across the country; Amstel Radler Tostada 0,0 (2020), Cruzcampo Gran Reserva 0,0 (2022), El Águila Sin Filtrar 0,0 (2024, present in more than 300,000 households) and the addition this year of Ladrón de Verano 0,0.
In line with this momentum, the brewery allocates 37% of the brand Heineken's media investment to responsible consumption campaigns, exceeding by a wide margin the group's global target, set at 10% for 2030. In addition, the company has adapted 100% of its packaging to its Global Labeling Policy, incorporating interactive QR codes that refer to its health and nutrition platform.