Heineken UK and ITV have renewed their product placement partnership that sees Heineken 0.0 on draught in Emmerdale’s Woolpack and Coronation Street’s Rover’s Return.
The renewed deal means Heineken 0.0 Draught will remain on the bar in both TV pubs, alongside fictional beers like Newton & Ridley and Ephraim Monk, for another 18 months.
When the original partnership was announced in April 2022, it signified a number of firsts – not least the fact that Heineken 0.0 became the first real world beer to appear in Coronation Street and Emmerdale.
James Crampton, corporate affairs director for Heineken UK, said: “We’re absolutely thrilled with the success of the partnership, and to continue to make alcohol free beer more visible. We are totally committed to bringing no and low alcohol beer from the periphery into the mainstream – and the data shows that this partnership is having a real impact. That collective mind-shift is happening. Emmerdale and Coronation Street have huge cultural currency - people are seeing their favourite characters order pints of 0.0 in the Rover’s Return and Woolpack and it’s helping make it permissible for them in their real lives.”
John Whiston, managing director of continuing drama at ITV, said: “We’re delighted Heineken has renewed their partnership with the shows. It’s a great fit having their 0% lager in The Rovers and The Woolpack. As a responsible broadcaster it’s important to reflect the nation’s increasingly diverse drinking habits on screen and research reveals that showing Heineken 0.0 as a drink of choice for our characters, is helping to normalise and drive the uptake of alcohol-free lager. We look forward to Heineken remaining part of the ITV family for the next 18 months, helping our shows continue to make change on screen and off.”
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