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How Heineken’s Alcohol-Free Beer Promotion during the Super Bowl Represents a Growing Trend of Sober Curiosity
I don’t know if you caught the Super Bowl LVII last weekend, but I did, and I was thrilled to see Heineken’s promotion of their Heineken 0.0 in a commercial. I was actually drinking a Heineken 0.0 beer with my husband, to compliment our obligatory pizza and wings when the commercial came on! (Of course, this called for “cheers.”) Significantly, this marks the first time an alcohol-free beer has been featured in a Super Bowl commercial.
For those of you who missed it, the advertisement features Paul Rudd as “Scott Lang” from the popular “Antman” films. Lang notes the instructions left to him on a note on the fridge by his boss: “No shrinking and drinking,” but grabs a beer anyway- because it’s alcohol-free! Antman enjoys a loophole to this rule in the form of the delicious substitute created by Heineken. It’s clear that Heineken is recognizing the growing trend of people becoming more health-conscious and sober curious.
I am excited to see more and more people exploring a life without alcohol. The sober curious movement has been gaining momentum in recent years, and I think it’s a trend that’s here to stay.
The idea behind sober curiosity is simple: to question your relationship with alcohol and to explore the…
