Heineken 0.0 Opens New Zealand's Most Remote Taproom
Published
Heineken 0.0 has opened what it describes as New Zealand's most remote taproom. The new activation was created with the help of Special PR NZ, a public relations company based in the country. The company hopes the pop-up will attract attention to its alcohol-free beer and show that non-alcoholic drinks can be fun to share with others.
The taproom is located in a remote area far from the big cities, where visitors usually have few places to buy a drink. Organisers said the location was chosen to surprise people and to start conversations about drinking less alcohol. Visitors were able to try the alcohol-free beer on site, and the event was designed to feel like a normal bar, with staff pouring drinks and guests sitting together.
Marketing experts say that more people in New Zealand are looking for alcohol-free options, often for health reasons or because they are driving. Brands across the drinks industry have responded by creating new products and promotions. Campaign Brief, the industry publication that reported on the project, noted that this type of creative campaign is becoming more common in the sector.
The full details of how long the taproom will remain open were not made clear in the original report. However, the project shows how global drinks companies are working with local agencies to reach New Zealand consumers in unusual ways.
Sources: Campaign Brief
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