HEINEKEN Malaysia Bhd has given its assurance that its new alcohol-free beverage is not marketed to Muslims and that it has made efforts to clearly mark the product as non-Halal.
In a statement dated yesterday, the brewer said the Heineken 0.0 drink would be available only at non-Halal zones of supermarkets and convenience stores, with signs clearly indicating that the drink is only for non-Muslims, aged 21 and above.
Heineken Malaysia said it introduced the beverage to cater to non-Muslim consumers who enjoy the taste of beer, but not the effects of alchohol.
The company said it also wanted to cater to beer drinkers who wanted to control their alcohol consumption.
Heineken Malaysia said the “Now You Can” slogan used to market the new beverage refers to the new opportunities for non-Muslims to enjoy a beer, “including at lunch, during work meetings, after the gym, and when one needs to drive.”
The company gave an assurance that all of its marketing materials clearly indicate that its products are for non-Muslims above 21. – July 14, 2019.
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