Heinekens' iconic green labels have turned blue for the launch of its new alcohol-free brew Heineken 0.0.

Heineken 0.0 is a no-alcohol beer designed to capitalise on shifting consumer demand and a global trend for alcohol-free options for those looking to moderating alcohol consumption.

Following a successful global launch in 2017, Heineken 0.0 is now available in more than 38 countries and Australia was identified as a market for potential growth.

The launch seeks to transform ‘non-beer moments’ where consumers crave a beer but don’t necessarily want the alcohol.

Heineken’s master brewers created the alcohol-free beer using only natural ingredients.

“Removing alcohol from regular 5 per cent Heineken would have been easy, but it wouldn’t deliver the best tasting non-alcoholic beer,” Heineken global craft and brew master Willem van Waesberghe says.

“It is brewed from scratch and has a perfectly balanced taste with refreshing fruity notes and soft malty body.”

Heineken 0.0 is brewed with a unique recipe for a distinct balanced taste and contains only 69 calories per 330ml bottle.

“The alcohol-free beer segment is in its infancy in Australia. Our ambition is to lead the category development here, with a premium proposition from a brand consumers are proud to be seen with,” Heineken Australian country manager Damian Dabkowski says.

Heineken 0.0 is available at BWS and Dan Murphy.