Dichello Distributors added the new, nationally launched Heineken 0.0, marketed as an alternative to beer with alcohol. Heineken 0.0 is available in six-pack bottles and cans, with 69 calories, 0% ABV. The nonalcoholic lager offering was created by Heineken’s Global Master Brewer Willem van Waesberghe and brewed with a unique recipe for a distinct balanced taste. The brand’s iconic green label has been turned blue, the color associated with the alcohol-free category, according to the company’s website. Van Waesberghe said, “Removing alcohol from regular 5% Heineken would have been easy, but it wouldn’t deliver the best tasting nonalcoholic beer. Heineken 0.0 is brewed from scratch and has a perfectly balanced taste with refreshing fruity notes and a soft malty body.” The launch is being supported with advertising and merchandising, including television, mobile, digital and social media, video engagement, POS and consumer sampling on- and off-premise.