New product launches in the low to no alcohol category With the momentum behind Dry January stronger than ever, a raft of new products are hitting the shelves this month to cater for health-conscious consumers. Desperados Virgin 0.0% Heineken’s Desperados is rolling out its first alcohol-free innovation, Desperados Virgin 0.0%. Created from a ‘unique recipe of citrus and zest of lemon,’ the brand initially launched in France last year. It is now rolling out globally: firstly in the Netherlands and Poland this month, followed by Belgium in February, before launching in additional markets throughout 2021. Diederik Vos, Desperados Brand Director, said: “Desperados is a brand defined by its boundary-pushing spirit and the launch of Desperados Virgin 0.0% is a major strategic next step on this exciting journey. With a growing number of drinkers seeking alcohol-free alternatives, we are delighted to expand Desperados into the low and no-alcohol drinks category to deliver a refreshing, new taste experience.”