Where is the furthest place you can go for Heineken 0.0 alcohol-free beer? In New Zealand, that’s Welcome Rock’s Slate Hut, 1,130 metres above sea level in Southland’s Slate Range. The message of the activation is that Heineken 0.0 is becoming be available “everywhere” in New Zealand…and that it can be drunk by anyone, at any time – even hikers and mountain bikers on the Welcome Rock Trail.

The campaign coincides with the beer becoming available on tap to more than 100 venues across New Zealand from November. DB Breweries says it’s the largest distribution of alcohol-free beer in the country’s history. The national expansion follows a successful Auckland pilot earlier this year, responding to growing demand for alcohol-free options.

Fraser Shrimpton, Marketing Director, DB Breweries, commented, “Following the success of our Auckland pilot, we’re excited to be rolling out Heineken 0.0 on tap nationwide, giving more Kiwis the option to enjoy a freshly poured beer without the alcohol. Heineken has always been about bringing people together, and we believe choosing zero alcohol shouldn’t mean missing out on the social experience. The Heineken Hut is a fun way to demonstrate just how far we’re willing to go to make 0.0 available everywhere. While the hut might be the most remote place to enjoy a Heineken 0.0, this summer we’re making it easier than ever to find a tap closer to home.”

Says Natasha Benét, Head of PR and Influence, Special PR, added, “Making Heineken 0.0 available on tap across New Zealand is a big moment for the brand, but rather than simply announce the roll-out, this execution demonstrates what ‘available everywhere’ could really look like in a creative way. Turning a remote backcountry hut into a taproom gave us a brilliant way to bring that message to life, creating a story that connects the brand’s ambition with something uniquely Kiwi.”

The Heineken Hut will operate from November 7 until January 2027, offering complimentary Heineken 0.0 on tap to hikers and mountain bikers aged 18 and over who book an overnight stay at Slate Hut.

The activation was created in partnership with Welcome Rock, a family-run high-country destination on Blackmore Station, owned by the O’Brien family since 1911. While the hut has welcomed adventurers for more than a century, this is the first time it has featured a beer tap.

Credits:
Client: DB Breweries: Heineken
Marketing Director: Fraser Shrimpton
Senior Marketing Manager – Global Brands and RTD: Cormac van den Hoofdakker
Heineken, Global Brands & RTD: Jonty Holmes, Brand Manager
External Communications & Sustainability Manager NZ: Natasha MacKenzie

Agency: Special PR New Zealand
Head of PR & Influence: Natasha Benet
Head of Creative: Duncan Killick
Head of Experience: Jessica McColl
Content Director: Sophie Harsent
Senior PR Executive: Kale Dixon