Heineken launches this Monday (18) another label on the Brazilian market: a gluten-free beer, with less than 100 calories and lower alcohol contentcalled Ultimate.
An intermediate line between regular beer and zero alcohol, Heineken Ultimate will have 97 calories — 30% less than the regular version — and 3.5% alcohol content, falling from the 5% of the original drink.
According to the CEO of the Heineken Group in Brazil, Maurício Giamellaro, This is an exclusive release production in the country firstly, seeking a new stage in the strategy of expanding the premium portfolio in line with the evolution of consumption habits.
Study abroad
Upgrade your career!
The brand wants to serve consumers who seek alternation, moderation and more balance in their daily lives, maintaining the characteristic flavor of the famous green bottle beer. Still, the proposal is to serve a large part of consumers, on different occasions.
The need for this new production also arises from the good adherence to the alcohol-free model launched by the company in 2020. In 6 years, Heineken Zero became around 10% of all production, Giamellaro informed the InfoMoney. In the first quarter of 2026 alone, the product rose 30% in sales in Brazil and, in 5 years, the area grew 300%.
“We believe that this segment will increase participation in Premium. Today, this segment [cerveja zero] represents approximately 10% of the Premium segment. This balanced market, where it is 00, represents 3% of the total market. We say that this will quickly reach 5 to 10%”, said the CEO.
Continues after advertising
New Heineken prices and expansion
Heineken Ultimate is now available in São Paulo markets for a suggested price of R$6.49 for the can and R$7.29 for the long neck bottle.
By July, the drink should be available in the markets of Rio de Janeiro, Minas Gerais and Espírito Santo. The product will be available nationwide by the end of 2026, for logistical reasons.
In a campaign with the idea of “too good to be true, but it is” — by maintaining the flavor of the regular model — the brand will have the support of Lázaro Ramos, Sasha Meneghel and Rafa Vitti as ambassadors.
The model competes with other brands that already have gluten-free beers on the market, such as Stella Artois (Pure Gold, with 4.3% alcohol and 107 calories) and Michelob (with 4.2% alcohol and 85.8 calories).
Investment in new Heineken markets
The launch is also part of the Heineken Group’s portfolio diversification strategy, which in recent years has expanded its presence in the market with different proposals.
In addition to zero alcohol, the company bet on gluten-free models Amstel Ultra, Sol and Praya Lager, as well as Baer Mate, Mamba Water and Mamba Water Protein for soft drinks.
Continues after advertising
Offering a diverse portfolio makes it possible to move between different lifestyles and consumption patterns, and positions the company as an increasingly complete house of brands.
In an interview with InfoMoneyCecília Bottai, Vice President of Marketing at the Heineken Group in Brazil, stated that 20% to 30% of the marketing budget is being allocated to innovation, aiming for growth in the portfolio.
On the logistical side, she comments that the expansion of breweries to the rest of Brazil will happen little by little, depending on demand.
Continues after advertising
“We started in Jacareí [SP] and we should open to Passos [MG] later this year. To expand to the Northeast, for example, we should start with Alagoas, but this will happen little by little, depending on our ambition”, explained Bottai.
