Emmerdale and Coronation Street fans will spot a significant change when they tune into the ITV soaps from now on.
The nation’s favourite alcohol-free beer, Heineken 0.0, is now on draught at Emmerdale ’s Woolpack and Coronation Street ’s Rovers Return, marking a watershed moment for British drinking culture.
They sit alongside fictional beers like Newton & Ridley and Ephraim Monk for much-loved landlords Jenny Connor and Charity Dingle to pull on-screen pints for the next year.
It is said to be a seismic moment in Heineken’s ongoing mission to normalise alcohol-free beer and a huge leap towards making alcohol-free beer more visible and acceptable in the UK.
With a combined viewership of 11 million and massive influence over popular culture, the deal is expected to help break down stigmas and encourage people to explore the category as drinking habits continue to change.
James Crampton, Director for Heineken UK said: "In light of people’s evolving lifestyles and changes to their relationships with alcohol, we’ve done a lot to raise the profile of Low and No beer in recent years – this is the next phase.
"We are totally committed to bringing Low and No beer from the periphery into the mainstream.
"Coronation Street and Emmerdale are British institutions, and both shows have huge influence and cultural currency," he added.
Dr Zoe Williams, who regularly appears on This Morning, said: "This partnership has the opportunity to make huge changes in the 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," she added.
