Bologna –
Heineken® 0.0 together with the Italian Champions of Virtus Segafredo Bologna, promote a lifestyle of wellness.
Heineken® today announced its partnership with the Virtus Segafredo Bologna basketball team, one of the greatest Italian basketball clubs and a milestone in European basketball. A long history, that of the club, made of many victories, strong emotions and tradition, just like the one that Heineken® has always given to its consumers. Both parties are characterized by a constant desire to improve and to look forward to the future with an optimistic outlook. These two realities so similar have decided to enter into a partnership that will last 3 sports seasons, during which Heineken® will be Official Beer Partner of the team.
For the first time in the history of the brand, Heineken® chooses to sponsor an all-Italian sports reality belonging to the world of basketball, bringing on the parquet of the Segafredo Arena its non-alcoholic reference Heineken® 0.0 alongside the players of Virtus Bologna. This partnership has a special value for HEINEKEN, as it fits perfectly into its extensive programme dedicated to the promotion of responsible consumption that it has been carrying out for almost twenty years. That’s why the protagonist of this sponsorship is Heineken®0.0: the zero alcohol beer of Heineken® that to the traditional recipe that makes Heineken® unmistakable all over the world, joins a patented production process, developed after years of research. The alcohol is in fact removed in a simple and non-invasive way, evaporating it without stressing the product within a unique double processing cycle. Created to meet the needs of a consumer who is increasingly attentive to wellness and who appreciates moderation, Heineken® 0.0 represents a new style of consumption, the perfect choice for those who do not want to give up a light taste.
