As part of a new brand deal for ITV, from Friday (April 29th) viewers will be able to see Heineken 0.0 being served in the pubs of its main soaps for the first time.
The Rovers Return on Coronation Street and The Woolpack on Emmerdale will place the alcohol-free draught beer alongside fictional brands like Newton & Ridley and Ephraim Monk for the next year.
The multinational brewing company and pub operator hopes to destigmatise zero-alcohol beer as part of the partnership, making it visible to the combined viewership of 11 million Corrie and Emmerdale viewers.
John Whiston, Managing Director of Continuing Drama at ITV, said: “We’re really pleased to be able to put a non-alcoholic beer pump on the bar of our iconic soap pubs, The Rovers and The Woolpack. We all know that we need to be more aware of how much we drink.
“This new non-alcoholic beer pump from Heineken will be a gentle reminder that there are great, modern, thirst-quenching alternatives to having one too many pints of Newton and Ridley.”
Dr Zoe Williams, NHS GP and resident doctor on This Morning, added: “This partnership has the opportunity to make huge changes in public perception of alcohol free beer.
“The great British pub plays a key role in many of our lives, including the residents of Coronation Street and Emmerdale, so being able to head down to the local and have a pint of alcohol-free beer with friends and family means more people can be included and enjoy time together whilst drinking mindfully.”